How to Attract More and Better T&I Clients by Saying Less
As translators and interpreters, we are very aware of how powerful words can be. And yet, sometimes we overuse them.
Bear with me here. I'm guilty of this myself.
Sometimes we think that in order to appeal to our clients we have to tell them everything: where we went to school, how we came to love languages, how to work with us as translators or interpreters, what to call us, the list goes on.
This may be an unpopular thing to say—and don't get me wrong . . . I'm all for client education—but sometimes we just say too much.
By listening more and saying less, you can often attract more and better clients.
How so? Let me explain.
Why You Can Say More By Saying Less (Online)
Before you can determine what to say or how much to say—on your website, on your LinkedIn profile, in your emails to clients, via social media posts, on phone calls, etc.—you have to consider what clients are looking for when they approach you in the first place.
Do they want to hear about your lengthy route to becoming a translator or interpreter? Probably not.
Do they want to know about all your degrees and certificates? Meh, not so much.
Do they want to be lectured about how to work with you and what the difference is between a translator and an interpreter? Most people don't.
So, what do they want to know and how can you say more by saying less?
Consider what your clients want to know when they want to hire someone who provides your services:
What services you provide
How you can help them overcome a challenge or reach a goal they have
How professional you and your services are
Why you're different from others who provide the same services
How to reach you
It's pretty simple, but so many people get these details wrong because they're so concerned about telling potential clients everything about their abilities and background.
Keep it simple. Clients really just want to know if you can help them and if you're qualified and available. While there are other important details, these can come up naturally when you have a chance to talk to them about what they need.
How You Can Say More By Saying Less (Online)
Saying more by saying less may feel difficult at first. But by using some basic copywriting techniques, you can wow your prospective clients with just enough words to intrigue them and keep them scrolling through your site.
Be brief, be succinct. Get to the point quickly.
People don't have time to sift through tons of copy or content to reach the answer they're looking for (why they should hire you).
Instead, they want you to spell it out for them, using words they would use to talk about their problems and the goals they want to achieve (for which your services are necessary!).
Try to keep the Home page of your website to 200 words or less. Break up your copy with white space and bullet-point lists (when natural and appropriate). And use headers that help catch their attention while guiding them down the page.
Make it easy for people to come to their own conclusion . . . one that tells them they've found the right professional for their next project or assignment! You know, the person they want to partner with long-term: you!
Here are some great examples of this from colleagues who recently completed my T&I Website Blueprint Course:
Source: Abigail Dahlberg
Source: Ana Sofia Correia
Spell out why you're different and why that matters.
If you find this difficult to do (and no worries if you're raising your hand here; many people find this hard at first!), try asking yourself these questions:
What makes you unique in your profession?
What specific skill set, experience, or background do you have that your colleagues don't?
Have you worked with a certain type of individual or organization that makes you an asset to your clients' teams?
How do you go above and beyond for your clients?
Share these things openly and honestly. Be sure that what you share is something that makes you an asset to your ideal clients and meets them where they are. In other words, why is what makes you different important to them in this moment? Spell this out for them; don't make them guess!
Here are two more examples from colleagues who took my website course. Notice how they talk about how their skills relate directly to their clients’ goals and challenges.
Source: Isabelle Berquin
Source: Ana Ribeiro Olson
Don't be afraid to say who your services are a good fit for.
Be clear about who you're talking to in your web copy or LinkedIn profile. State, upfront, who you serve and why you are a good fit for them.
If you work with a specific type of company or organization, individual or professional, say so.
Speak directly to them (yes, using the second-person pronoun "you"). Conversational copy is what people expect nowadays, so throw out the stiff, academic writing we all learned in school and talk to your clients.
Now, you may be asking yourself, "But what about those other questions my clients might have after they've found me online?"
Those questions are best answered offline (in a discovery call or an email exchange). Make it easy for clients to reach you and set up a time to talk or exchange some friendly emails.
Once you start communicating with them, it's important not to go on and on about yourself. This could come across as trying too hard or overcompensating because you're unsure about your skills or the sales process.
Make sure that anything you share about your work and your business relates back to your clients and what's important to them.
How do your services fit into their world?
How does what you're telling them relate to their goals and help them overcome a specific challenge or pain point?
How does what you're telling them about yourself bring them closer to making a decision to hire you?
Answer your clients' questions, but don't write an autobiography. Even in these exchanges, you can say more by saying less. Be succinct, be professional. And your expertise will shine through.
Do you struggle with saying less when it comes to your web copy? Maybe it's time for you to update it to reflect how you are unique and can best serve your clients. If you're looking for a step-by-step process to help you do this, sign up to hear about my upcoming course on Web Copy for Translators and Interpreters.
