In front of a sell-out audience at the Devereux, seasoned translator Chris Durban shared strategy and tactics for leaving behind the poor pay and low status of the bulk translation market for the rewards and respect of the premium one. Along the way, she busted some myths, told some hard truths and challenged translators to raise their game in the age of AI.

Here are four key takeaways from her talk:

1. Myth: There aren’t enough clients in the premium market

Chris argues that this is false: the demand is there, it’s just hidden: “For years, mid- and low-tier providers have delivered rushed or uneven work to clients who want better. Clients burned by these efforts don’t stop needing translations; they stop trusting translators. They find other solutions, some half-baked or less convenient than you would be.”

2. No risk, no reward

So, where should you look for this hidden demand for premium translation? In places where the cost of a poor translation dwarfs the cost of a good one.

3. Leave TranslatorLand for ClientLand

Instead of talking to other translators on LinkedIn, turn up where your clients are with a clear message about what you can do for them. But know who you’re talking to and show them you’re part of their tribe: dress like them, speak like them, act like them. Otherwise, you won’t earn their trust and respect.

4. Master your craft to beat the machines

“Remember, word replacement is something that machines can do far more cheaply and far faster than you,” says Chris. So, you need to do what a machine can’t: deliver translations that consistently communicate something truly meaningful to the reader. To do this, you need to analyse and understand the client brief and source message, and raise queries with the client whenever anything isn’t clear.

Author: Kit Dawson