My command of languages other than English extends only to the core survival skill of being able to order beer in French and Spanish, so I have heaps of respect for anyone who’s actually good enough to string together words in another language.

HOWEVER, my respect does not extend to companies that try to market in Canada and the US  but don’t have the writing done by anyone with a full grasp of the predominant language.

If you want a quick way to erode your company’s credibility and ensure you scare off prospective clients with fears of language hurdles, issue PR and produce Websites that have only a tenuous grasp of the English language.

A mild, repeat MILD. example of what’s out there:

The all-in-one digital poster is designed for retail environment such as (NAME OF VENUE), it has built in HD media player with a choice of wireless or Ethernet connection. Enhanced brightness and contrast ratio suitable for all light conditions with ultra wide viewing angle panel. Fan cooling with heavy duty air filter to avoid cooking fume and grease; Special portrait only LCD design to avoid homogeneous color effect with ultra slim design thinner than 4 inches. It also has scratch-free & anti-glare temp-glass screen protector. The turnkey, easy-to-use nature of the digital signage system and its appearance contribute to its appealing.

So … a reader gets a good idea of what’s going on, but in the back of his head, he’s thinking, do I really want to deal with that company when there’s clearly going to be a language barrier? Nah.

Easy fix. Get someone to read the final versions. Hire a small firm or just get a local who has writing skills.

Or just send the stuff out as is, and wonder why the phone isn’t ringing.

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