Newsletter

Inspiring Dalai Lama Documentary in 21 languages over four May-June weekends

Hello everyone, How does one capture the essence of one of the most legendary lives of our time? A boundless and heroic life filled with extraordinary loss, resilience, and achievement—and a man whose philosophy of kindness continues to inspire millions of people around the world, regardless of faith or political persuasion? In this profound and… Continue reading

Inuktitut, Tongan and Twi… Oh Yes

As you’re aware, we at Auerbach International translate documents, videos, websites and software and have done so for 30 years. We pride ourselves on handling any request and, frankly, some are pretty unique. Have you ever heard of Inuktitut? It’s a native Inuit language in Alaska and the Yukon. After getting a request for Inuktitut, our extensive network of… Continue reading

How to Talk when you can’t Speak

Most people, from presidents to press corps, are unaware that spoken communication is called interpreting while written communication is called translating. Traditionally, when speakers of two different languages meet, they have needed a human interpreter to bridge the communications gap. Human interpreters are still critical in most situations, especially for technical conferences, business meetings, trials,… Continue reading

Why we don’t always follow instructions

Traditionally, the motto in US business is that the client is always right. At Auerbach International, we take a slightly different approach: The client is always right. Except when he or she isn’t. While we always strive to follow client instructions, we also need to balance how to deliver the highest quality translations with no errors or… Continue reading

Tales from the Trenches: How NOT Surfing Saved Us and Our Client

As one of the oldest language agencies in the US, we’ve encountered some unique challenges during our 30 years of providing translation solutions to clients worldwide. One of our favorites stories began with an “emergency” call after 5 pm on a Friday evening. It was from a political consultant in New York whose firm was advising the campaign of a major candidate in an upcoming Italian national election. The consultant urgently needed a large PowerPoint presentation translated into Italian… Continue reading

Language Enhanced Websites. Undeniable Opportunities

Virtually all US enterprises have a website in English. But few have enhanced their multicultural and global marketing footprint by providing non-English options on their websites. According to CSA Research (the leading research firm focused on the global content and language services markets), March 2020: When comparing similar products, 66% of survey respondents will choose the product… Continue reading

A Pool, a Vacuum Cleaner and a Dentist – No Way to Run a Business

It’s time, once again, for the Auerbach International tour of “Twisted Translations”! Every kid's dream come true ... Cold water isn’t the only shocking type of shower… I’ll bet they don’t take my dental insurance… Twisted translations like these provide us with a good laugh… unless your company happened to make a similar mistake communicating… Continue reading

Critical Mistakes causing Unintended Humor

Welcome to another episode of “Don’t Say We Didn’t Warn You!”Q: When you market your company and its products or services to non-English speakers and global customers, are you certain that your message is translated correctly? These companies thought their messages had been:Parker Pen, when expanding into Mexico, mistranslated "It won't leak in your pocket and embarrass… Continue reading

You Can Never Be Too Careful

Welcome back to our irregularly scheduled programming: Here we are in the dog days of summer with a devastating hurricane, a tragic pandemic and an election cycle that's as bitter as any in recent memory - it's time to raise our spirits with a little bit of humor! I'm sure the following applies equally to… Continue reading