Just imagine you are a business man looking to expand your business in Asia, maybe China. Imagine your business being wine. Your staff will probably hire a translator to describe your products for one of the biggest market you can fantasize about. Imagine the translator translating the european wine-tasters jargon. Good, right? No, it will be a great failure. It’s a matter of wine tasting terminology, the vague yet precise organoleptic characteristics of a beverage, the unique fruity taste of a drink, its aroma, its body and aftertaste. The following video, by an expert Wall Street Journal journalist, will explain you how to be prepared in such a huge and foreign field. How, in fact, could you describe a wine using a complete incomprensible vocabulary for your clients? One of the golden rule in business and marketing is fitting the needs of your audiece or clients. All the jargon needs to be rearranged for a market, a vegetation and a variety of fruits in which some description like “I smell a hint of blueberry” is completely nonsense. All the effort in describing your products will be a complete waste, unless you understand the culture you are referring to. Take a look.
by Matteo Poles
Social Media Specialist
Communication Trainee at TermCoord