What a bus tour taught me about human-to-human vs machine-to-human knowledge transfer
Bear with me! Last month, I spent a few days in York with my family. It’s not a huge city, but there was a lot to see in a short time. So we bought tickets for one of those sightseeing buses where you have 24 hours to hop on and hop off and tour the sights.
1. We can hear without listening
One benefit of using those sightseeing buses is the historical commentary you get. On the first bus we boarded, we listened to a recorded commentary that gave us some information about the city and its history, with a few anecdotes thrown in.
This was OK, and we did try to listen. But because it was a recording, it wasn’t always easy. Because there wasn’t any interaction between the speaker and the bus customers, it felt a little impersonal. The voice was static and couldn’t be adjusted to ambient noise. The timing was sometimes a bit off, not always matching the particular sight we were looking at because traffic delays and red lights were delaying us. The entire experience was fine, but not particularly memorable. We simply ‘hopped off’ the bus and continued our day. Meh.
2. Other humans fascinate us
Later the same day, we hopped back onto the last bus (same company) of the day. As we boarded, another customer gestured to me and said ‘he’s good’, pointing at the driver. Well great I thought, I’m glad he can competently drive this thing. But that wasn’t what she meant. Incredibly, this guy would be providing engaging live commentary while also driving a double-decker bus around a busy city on Platinum Jubilee weekend. This went beyond mere competence. I was intrigued.
My intrigue soon switched to amazement. Before starting the engine, the driver climbed to the top level of the bus to speak to us face to face and explain a bit about his credentials – he was York born and bred and had been doing this for decades. This established a great rapport with us as customers and also created trust. We were hooked and already listening intently.
3. Mastery never fails to impress
After this expert driver and commentator had provided fascinating insights about the art gallery next to the stop where we’d boarded the bus, we were off. Everything was timed perfectly, because he was experienced and practised. His voice was clearer, too. He also added more anecdotes as we passed them – pointing out things that cropped up on the day and chatting with locals. There was variety, humour and warmth in his voice. We felt we were benefiting from his vast experience and local knowledge.
We ended up deciding to repeat some sights we’d toured earlier the same day. This time around, his human commentary enabled us to peel back another layer of information.
Because the commentary was live and human-centred, it was more dynamic and therefore more memorable. Because he knew who his audience was, he could tailor the content more carefully. My children were listening and smiling for the entire journey and remembered the historical facts more easily.
4. This is all true for writing and translation, too
I didn’t expect these two tourist experiences to contrast with each other so sharply. They taught me that human-driven, tailor-made services add tremendous value. You can’t beat human flair for communicating knowledge in a way that leaves a lasting, memorable impression.
How does this relate to writing and to translation? Well, for example, when you’re confronted with a post-edited machine translation, you usually know it. Yes, there may be coherent sentences on the page and it seems to tick all the boxes, but there’s something missing: the fizz, the personality, the voice, the connection. The feeling that the writer or translator is speaking directly to you. The stuff that makes that information memorable, as opposed to being a list of statements.
More proof that if you want your publications to be more than just ‘competent’, it pays to work with a professional translator who can help convince your audience.
Email me at philippa@hammondtranslations.com to discuss how I can add the wow factor to your documents.
5 confidence-boosting tips for attending in-person industry events when you’re rusty
Read these five tips if you’re planning to attend an in-person event in your sector and you’re feeling rusty and lacking confidence
In 2022, the return of in-person events is gathering pace. Last week I attended the Cardiff Translation Unconference and, in a few weeks, I’ll be at the ITI Conference in Brighton.
For many of us this change of tempo is welcome, exciting, and terrifying all at the same time. It means moving out of our comfort zones and into the big wide world beyond the reassuring comfort and splendid isolation of our home offices.
Let’s face it, despite regularly attending industry events in the pre-pandemic years, it has been a while since most of us did this and we’re out of practice. Read these five tips if you’re planning to attend an in-person event in your sector and you’re feeling rusty:
1. Keep your adrenalin levels in check. 😰
Adrenalin (or ‘good anxiety’) can be your friend: it focuses your mind and you can channel the energy it creates. But when it tips you into overdrive, it can also be your enemy. To help quiet any negative anxiety before leaving for the event, spend one minute breathing in and out slowly – counting to six as you go and holding the inhale at the top before letting it go again. This should help to calm your nerves. For me, yoga offers another way of steadying myself and staying focused.
Before you leave, doing a bit of pre-conference research about who will attend and connecting with them in advance will also help you feel more prepared and at ease.
2. Don’t self-criticise. 🤟
Remember that most freelance linguists are probably just like you and me: keen to network and share ideas, but also pretty introverted. Just like you and me, they probably spend more time behind a computer screen than speaking to people face-to-face, and they probably don’t have any secret conversational superpowers that you mysteriously lack.
When you walk into a room at an event, remember that the other attendees are all there for the same reason. Keeping this in mind takes the pressure off.
3. Manage your expectations. 🚵
Networking is a journey, not a destination. You don’t know where that journey will take you and it will probably make you less nervous if you don’t have a fixed destination in mind. Especially if the networking is between peers and colleagues.
Think about building connections along that journey ̶ connections you may revisit in the future. Don’t bounce around the room for fleeting chats with as many people as possible. It’s not about promoting your business at every moment. Attend the smaller fringe events if you can, too. The fringe events are an ideal opportunity to engage with people in a more meaningful way.
4. Pace yourself. 🦥
Arrive early if you can. Arriving early means you can take stock of everything before it gets busier (and noisier). It might also enable you to locate a smaller group of peers and begin a conversation. Plus, others may notice you there early and approach you first.
For you, arriving early could even mean arriving one or two days early to settle comfortably into your groove, or adding an extra evening to your stay after the conference to bask in unbroken solitude.
5. Guard against overstimulation. 💫
Squirrel brain is real. I’m always keen to take absolutely everything in, even though it leaves me feeling shattered. I tend to be extremely comfortable with one-to-one connections, but burned out when there’s lots of noise and action coming from different directions. Especially when the networking continues into the evening at post-conference dinners – I know that’s my potential pain point.
To counteract this, try building in some buffer time to refresh ̶ time to retreat to your accommodation if you need to, so you’re not always in conference mode. Remind yourself that you do not have to be ‘on’ at all times. If you could potentially skip any sessions that aren’t as relevant to you, it’s OK to take a short walk in the fresh air to decompress.
Because you’re worth it
Even though in-person events and conferences can be daunting, they beat all other forms of professional networking hands down. So much of my work comes through referrals, and meeting someone in person helps to build trust.
I am actively engaged in my professional network the rest of the year, so these events offer a rare opportunity to meet all those names I usually only connect with online. And I always come away with fresh ideas and perspectives. In short, I couldn’t run my business without in-person events, even if my inner introvert tries to persuade me otherwise 😉
Want more?
Here are two book recommendations about this:
Hiding in the Bathroom: An Introvert’s Roadmap to Getting Out There (When You’d Rather Stay Home)
Quiet: The Power of Introverts in a World That Can’t Stop Talking
International organisations: 5 things to look for in an English translation specialist
For effective cross-cultural communication in the international development sector, you need a specialist linguist.
For effective cross-cultural communication in the international development sector, you need a specialist linguist.
Do you work for an international organisation? Have you ever bought translation services from one-size-fits-all translation companies and come away feeling like you’ve missed out? That your organisation deserves so much more?
If you’re looking to boost the impact of your work, you need a strategic translation partner: an experienced specialist who listens to and understands your needs and requirements. These five questions will help you find out if a translator is the perfect match:
1. Do they know your audience?
You already know that cultural differences usually mean that something acceptable for one target audience may not have the same impact in another cultural/linguistic community. But does the translator actually understand who they’re translating for?
You need a freelance specialist who knows the development and humanitarian field inside out. A translator with expertise gained from years of experience in your sector; a reliable partner who can confidently communicate its complex concepts and terminology.
2. Can they write?
No, really. True professional translators are also skilled writers whose cultural and linguistic knowledge adds tangible value. Yes, being bilingual is amazing, but don’t risk spending vital income on robotic, word-for-word copy with no impact.
If your original language content was engaging and eloquent, you’ll want the English version to be equally so. Here’s where a translator with a writer’s skill set comes in.
With a truly professional translator, you have peace of mind that the translation will provide a showcase for your expertise.
3. Are they a problem solver?
Expert translators are problem solvers who thrive on meticulous attention to detail. They understand the international development sector’s pressures and are ready to offer solutions. They’ll listen to your concerns and give honest answers.
They’ll also be adept at unpacking tricky turns of phrase and ensuring technical terminology is accurate. With their strong research skills, the heavy lifting behind the scenes is done for you.
An experienced translator will make your job easier and guarantee the high standards you require.
4. Do they ask the right questions?
Invest in an excellent translator and you’ll benefit from an intelligent approach; a professional partner who cares about your values and reputation. Did you know that a trustworthy translator will read and research your texts more carefully than anyone? It’s true. And this in-depth reading should prompt inquisitive, relevant questions.
Does your organisation have a tone of voice and style that is unique? Your translator should be 100% on board with that.
A translator of this calibre will stay on message and provide reassuring, responsive support.
5. Do they care enough?
You care about achieving your goals, about protecting your reputation, and about making an impact. You don’t want to feel like your carefully produced content was translated on autopilot and delivered with a shrug, wasting your time and money.
With an organised approach, a professional translator will maintain a laser focus on demanding projects and will ensure any last-minute hiccups and weak spots are avoided.
They will dedicate time to reading about your organisation or your specific project or product, and their in-depth knowledge of the humanitarian and international development sector comes as standard.
What’s your biggest challenge when finding the right translator for your organisation? If you’re ready to work with a reliable, specialist English translation partner, let’s talk.
