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The anecdote illustrates the importance of marketing with an eye on the largest growing buying market in the United States. Delaware’s Hispanic population grew from 15,820 in 1990 to 37,277 in 2000, an increase of 135.6 percent. Their numbers are so great they’ve been compared to the Baby Boomers as a major driving force in the economy and culture.

For businesses, this population growth translates into increased revenues. Companies are scrambling to revamp products and marketing tools to reach what is now the nation’s fastest-growing consumer group.

Market studies indicate that Hispanics show stronger brand loyalty than other population groups. This is particularly true when organizations show appreciation and respect for cultural identity as expressed through language. Even among highly-motivated professional Hispanics who are completely bilingual and operate in English, more bridges are formed and bonds strengthened when companies reach out with well-translated communications in Spanish.

“Building trust and mutual respect is crucial in business transactions,” says Patricia Rivera, founder of the Delaware-based BilCom Group a bilingual communications company founded in 2003. In her April newsletter, The Bilingual View, Rivera reminds clients that simple word-for-word translations can be dangerous in the marketplace.

Consider a well-known example involving the Spanish translation of a major airline’s slogan, Rivera says. “The airline, touting its comfortable seats, urges you to ‘Fly in Leather’; however, the flawed translation of ‘Fly in Leather’ to the literal Spanish ‘Vuela en cuero,’ colloquially means ‘Fly Naked’.” Oops.

Yes, it’s funny. But humor aside, Rivera says translators, editors and reviewers must be meticulous and attentive to detail to avoid these kinds of errors. She asks the rhetorical: “You wouldn’t trust your computer technician to write your promotional marketing material just because he or she is fluent in English, would you?” It follows then, that neither would you trust your company’s translations (and reputation) to someone in your office who speaks some Spanish.

Rivera knows that the translation process is composed of hundreds of small tasks that translators must complete; they must assess the text for subtleties of meaning and accuracy of message. They must compose a compelling message that appeals to clients — just like we do in English, but with extra care, thought and work. That way, you will increase your client base in spite of a sluggish economy. And, your business plan won’t get lost in translation.

Annette C. Silva, who lives in Seaford, Del, is Hook PR Group’s business development
coordinator.