Newsletter

Holiday Greetings from Auerbach International

How Bad AI Damages You More

Many people blindly rely on AI to translate their websites, manuals, contracts, videos, etc. into others’ languages. And depending on the program used, the results can be very good or totally terrible … and can be very damaging. As a minor example, a US online education firm markets its courses to “Learners” in France which… Continue reading

Manure Menu – Chanting Challenges – It’s Friday Funnies

Here we are in the middle of November, the beginning of the holiday season. With numerous dates to celebrate throughout these 30 days, all are worthy of a joyous observance. Most of us regularly honor the following: National Deviled Egg Day World Jellyfish Day National Chicken Lady Day Love Your Freckles Day. I would be… Continue reading

Why free AI translations can be very costly

The best part about AI translation tools is that they are supposedly free. Except that their mistakes can be very costly, especially if no one at your organization can check them. While AI is definitely improving, it is far from perfect. Common mistakes are in word usage, lack of conversion between Imperial and Metric measurements,… Continue reading

Why free AI translations can be very costly – AND BY THE WAY

You may have noticed that we played a little game with this newsletter. To drive home the point that only professionally translated content will ensure accuracy for your important correspondences, we purposely added two errors to the original newsletter - one was a translation error and one was a simple sentence error in English. A… Continue reading

MARKETING TO HISPANIC AMERICANS: Global Market Here at Home What Works: Part 2 of 2

Stats Recap from Part I In 2012, the US had approximately 50 million Hispanics, an increase of almost 50% over 2002. In addition, around 10-11 million more are living here undocumented. One in six US adults is Hispanic and Hispanics have a collective buying power $1.3 trillion annually. Targeting the US Hispanic market can be… Continue reading

MARKETING TO HISPANIC AMERICANS: Global Market Here at Home What Works: Part 1 of 2

If you feel overwhelmed by how to target a global market of 7.1 billion people, you are not alone. The challenge can seem daunting. One place to start is the “international” market right here in the US. I often encounter people with products, programs or books. One of my first questions for them is, “Do… Continue reading

4 Risky Scenarios: Why You should control your Message

The 4 Risky Scenarios Who's Controlling Your Message? Over our 20 years in the language business, we have seen clients engage in four risky scenarios: They will say, “Our distributors do our translations.” They allow their overseas agents to review our translations without checking to see whether those edits are valid. They will ask a… Continue reading

Don’t blindly accept changes…

8. Don’t blindly accept changes by your translation reviewers When your company attempts to do business in other countries, its credibility is on the line with every translated legal, technical and marketing document you distribute. Prospective purchasers and end users know when your translations don't "feel right." And the first impression your documents make for… Continue reading