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Over-hyped, Under-thought and nowhere near ready: Machine Interpreting

By: Jonathan Downie    Date: July 12, 2017

A few months ago, I was flying to an important meeting and I was flicking through the in-flight magazine (for pitching purposes, you see). As I did that I spotted a short paragraph touting the latest technological development: an in-ear device that promised to translate flawlessly from one language to another. It looks like from now own event managers can dispense with us interpreters for good and just load up on a supply of tiny devices to make sure everyone has a great event, no matter which language they speak.

 

Obviously that isn’t going to happen.

 

Despite the wonderful headlines in the press and the incredible claims made by marketing departments, the chances of machine interpreting ear-pieces doing anything more than replacing phrasebooks is miniscule.

 

Why?

 

Firstly, there is nothing fundamentally new in the technology used in such devices. Machine translation of some sort or another has been around since the 1940s and is still producing results that range from the plausible to the ridiculous. Remember when google translate turned Russia into Mordor? Remember all those websites displaying mangled English because of poor use of machine translation?

 

Without going into the fine detail of where machine translation actually stands right now (you can read that in this article), basically, unless you are willing to spend months training it and are okay restricting your language to controlled phrases, the results of machine translation will be a bit dodgy.

 

When it comes to magical translation ear-pieces, machine translation is twinned with voice recognition – the technology that is still giving us frustrating helplines, semi-useful virtual assistants and the fury of everyone who doesn’t have a “standard accent”. Sure, voice recognition technology is advancing all the time but it still works best when you use a noise-cancelling microphone and speak super-clearly – not quite the thing for crowded cafés or busy conferences.

 

The second reason why translation headsets are not a cure-all is that interpreting is about far more than just matching a word or phrase in one language with a word or phrase in another. Language is a strange beast and in all communication, people use idioms, metaphors, similes, sarcasm, irony, understatement, and implications and are tuned to social cues, intentions, body language, atmosphere and intonation. At the moment, and for as much of the future as we can predict, computers will struggle to handle even one of those things.

 

Human interpreters have to be expert people readers as well as having enviable language knowledge. Ask the CEO for whom an interpreter helped sort out a cultural and terminological misunderstanding that threatened to lose the company a deal with several million pounds. Ask the doctor who worked with an interpreter to be culturally-aware enough to give a patient the right treatment. Ask the speaker whose interpreter prevented him from making a big, but accidental cultural mistake.

 

When human interpreters work, they don’t simply function as walking dictionaries. They take what is said in one language, try to understand its meaning, tone, and purpose and then recreate it in another language in a way that will work in that specific context.

 

The only way that machines could ever do that would be if meetings and events were just about stuffing information into people’s heads and human beings always said exactly what they meant in a completely neutral way. With the current emphasis on the importance of delegate experience and our newfound awareness that people are more than just robots, it makes sense that we would realise that their communication deserves to be handled by experts, not machines.

 

So the next time someone tries to persuade you that you should let machines take over the interpreting at your event, just remember: for information processing, use a computer; for experience and expertise, work with humans.

The Ultimate Interpreter Brief

By: Jonathan Downie    Date: June 12, 2017

If you organise or manage international events, this is for you.

To celebrate The Meetings Show 2017, I am pleased to offer the Ultimate Interpreter Brief, an absolutely free template, with no catches. It is entirely white label for you to add your company logo to and covers all the details needed by interpreters, agencies and consultant interpreters. On a single A4 Microsoft Word form, it holds the kind of information that would normally take days to finalise.

And it is yours for free.

But I can go even better than that.

I know that not all event managers and organisers are used to working with interpreters, so I have provided a completely free 10 minute tutorial on how to use the Ultimate Interpreter Brief, including some useful hints on best practice. And that is yours for free too!

If you would like any further information or to book me to provide interpreters for an upcoming event, click on this link.

Here are the links you will need.
The Ultimate Interpreter Brief template is here.

And this is the youtube tutorial:

Building Credibility in a New Market

By: Jonathan Downie    Date: June 6, 2017

Whatever kind of business you run, there will come a time when you need to take your credibility and expertise and apply them to a completely new market. How can you do that and what does it take?

I had been an interpreter for about five years before I realised the power of credibility. I had based my entire marketing strategy on the premise that if I contacted enough potential clients (almost all of them agencies), I would eventually get work. And that kind of worked. Except the flow of work was slow and the process was boring.

At some point, I had the idea that I might be able to apply the work I had been doing on research and on blogging research to my own business. So, I put together a very basic wordpress site and started writing there and then shortly after, I started writing articles for magazines in my industry too.

Slowly and after a few false starts, I started to build a reputation. At the first professional conference I attended abroad, someone said they recognised me from my blog. My CV got shunted to the top of the pile by a very busy agency because one of their project managers had seen me on twitter.

The effort of creating content began to be rewarded with the benefit of being invited to speak at conferences and universities across the UK and Europe and, of course, the publication of my first book. Add to that the opportunity to do work for some new clients and I could show that I was marketing something I could actually deliver.

About eighteen months ago, I realised it was time to start the process all over again. As much as it is still fun to be recognised at conferences in my own industry, that wasn’t sufficient to help me reach the event management clients I am looking for. To do that, I was going to have to build up a reputation in their industry too!

If you are looking at doing something similar for your potential clients, there are a few stages that you will go through.

In the early days, you will have a regular fight with imposter syndrome (who am I to talk to these people?), which won’t be helped by the pile of rejections that you will get.

But that’s okay. Rejections are part of the process. Keep pitching to conferences and magazines. Keep writing content. Keep reading the magazines your clients read. Eventually, something will work. Deliver with excellence and you can go to the next stage.

If you are smart, you will leverage any success you get for all its worth. Did you get an article in a client magazine? Mention it on your website and in every single proposal. Did you get invited to do a talk? Invite potential clients to come. Did you deliver an excellent project? Use that experience to get more.

Whatever level of success you attain, it will only grow if you make the most out of it. What you learn from one experience becomes the food for the next and the audience you meet today can often help you build one tomorrow.

One last point, in all of this, it is important to be able to give some worthwhile knowledge or expertise in the process and it is vital to always deliver even better than you promise. When I chat with event managers, I don’t try to tell them how to run events, but I do try to give away some useful ideas about working more effectively with interpreters or bringing translation and interpreting together at their events. True expertise is not the knowledge that you are great but the ability to help others achieve greatness.

Keep pushing doors and adding value. It’s the best thing you can do for your business.

And, if you are an event manager looking for someone to build teams to deliver high-impact multilingual events, let’s chat.

The Importance of Small Wins

By: Jonathan Downie    Date: May 29, 2017

How can you keep your morale high no matter what economic waters your business finds itself sailing in? How can you demonstrate your growth and expertise to potential clients without talking about the same assignments and achievements over and over again or worse, sounding like an arrogant blowhard?

 

The answer is simple.

 

In a word full of Instagram moments and paid ads, make sure you let yourself celebrate small wins.

 

Here’s a straightforward example. As you might have read, I have started getting articles placed in the magazines read by my clients, which is itself part of a wider marketing strategy. Now, I could get all upset that so far, this has only landed me one new client and one project or I could get really excited that it has already landed me one new client and one project.

 

More to the point, before I even got to writing for Flybe’s inflight magazine, I got some wins in places like Executive Secretary magazine, the blog of Conference News and on the Eventopedia website (three times). Again, with each article, I could have decided to focus on the big goal I wanted to hit or I could decide to make the most of the small win I already had and do an incredible job at that level.

 

Small wins are a vital part of doing business. Almost no one goes straight from graduation to being a superstar entrepreneur or a successful interpreter or event manager. That might sound discouraging … unless you realise that your route from where you are to the destination you want to reach will go through lots of small wins.

 

There are still some clients that I want to add to my portfolio but the truth is that the route to landing them will include celebrating and making the most of the small wins – the projects of various sizes for various clients that I get this week.

 

Your twitter and LinkedIn feeds are most likely filled to the brim with people doing big important things with big important people. If you can’t find ways to celebrate the project on your plate right now, you might find yourself battling with self-doubt and on the verge of giving up.

 

So here’s a solution I would like you to try. I am going to push this post as far and wide as I can and I want you to do the same. But with a twist. Each time you send this article to someone or post it on any social media platform, I want you to find one small win you can celebrate and tag it with #mysmallwin. Even better, make sure you celebrate with someone else too.

 

So what’s your small win? What little thing is going right today? What interesting project is on your desk right now? Have you had a response from a client you have been chasing? Share your small win with others and see how those small wins add up to big changes.

Avoid these 3 Mistakes When Running International Events

By: Jonathan Downie    Date: May 17, 2017

If you are new to managing international events, they can often be daunting. Imagine taking all the work you do for a national conference or company team building event and trebling it … and then adding in international flights, wide differences in expectations, and invisible cultural norms that you might not be aware of.

With all that complexity before you even start, it can be tempting to look for any shortcuts you can find, especially when it comes to the relatively easy-looking job of selecting suppliers. Yet this is often where things go horribly wrong. Here are my top three mistakes that event managers can make when managing an international event for the first time.

  1. Pushing price or location over quality

We all know the story: the client has a strict budget and wants to reduce “frivolous” expenses like travel costs so they pressure you into hiring local and cheap.

Now, to be fair, I have already written here that, in some cities, there is a real virtue in hiring local. If your event happens to be in a graphic design hub or if your conference is being hosted in a boom town for hospitality staff, by all means stay local. But none of this can ever come at the cost of quality.

On one project, I decided against using my preferred specialist AV supplier and instead worked with the end client to get quotes from two local suppliers. I would soon regret that when I saw the equipment they provided! I would regret it even more when the interpreters and audience had to fight through two days of sound quality issues.

It is never worth sacrificing quality for cost. Excellent quality might cost more upfront but cheap costs more to fix when it inevitably goes wrong.

  1. Only Designing for One Audience

Of course, every event includes different groups with their own requirements and needs but when it comes to international events, complexity increases dramatically. Let’s contrast a couple of examples to see how this plays out.

For an internal company briefing, professional conference organisers need to take into account the company’s personality and style and the types of venues and food that attendees are used to. It is very likely that most of the attendees will have been at a similar event before and will be able to guess a lot of the agenda before they even receive it. As an event manager, your job is simply to make sure that the event works for a single audience: those who already understand internal norms and procedures and are familiar with how the company works.

Run the same event but invite delegates from seven countries, speaking three languages and the situation changes dramatically. They will come with different expectations as to how the meeting will run and may  wish to have information in their language before they arrive. Unless you have a plan to manage that or an expert on hand, the event could turn sour very quickly.

When you manage an international event, you have to make sure it works for every audience in the room.

  1. Doing it all yourself

I have found that each stage of my business growth has meant finding another set of experts to learn from. The same is true when you move from arranging monolingual, national events to managing international events.

Your new best friends will be country experts and consultant interpreters. Country experts are an invaluable source of knowledge of cultural norms and expectations; consultant interpreters build teams and make informed decisions to ensure that communication works no matter which language someone speaks. And, if you ask them nicely, some consultant interpreters will do the same for written communications like brochures and email campaigns.

Wherever you are on your event management journey, working with specialists such as consultant interpreters will help you create events that deliver more value for your clients.

Choose quality over price, design for every audience and work with specialists: three choices with one outcome: incredible international events.

Whose World do you Live In?

By: Jonathan Downie    Date: April 13, 2017

It is always tempting to stay around people like you. Interpreters like the comfort of being around other interpreters. Events managers like events for event managers.

 

But there is a limit on the amount of work that comes from there. People like you do the same work as you and so, unless they are routinely generating more than they can handle, they won’t be hiring you any time soon, at least not regularly enough to matter.

 

Your clients will likely not make an appearance at events for your sector. They will be behaving exactly the same way as you do – spending time with their people, occasionally popping their heads over the parapet to find a supplier of some specialist service.

 

So if you want to find clients, you need to be in their space, not yours. And the best thing about being in their space is that if you are surrounded by 1000 potential clients, it doesn’t matter if 950 aren’t interested in what you do. In fact, even 995 ‘no’ responses might be okay since the work from those 5 clients who say ‘yes’ will more than pay back any investment you made to get there.

 

And if you don’t want to go out and meet clients on their turf, don’t worry, I am sure your competitors will be there. Just don’t count on their success being much good to you.

4 Keys when Changing Event Interpreting Suppliers

By: Jonathan Downie    Date: February 2, 2017

If you have been organising international events for a while, you will know that there is a wide range of different event interpreting services, from big agencies, to individual interpreters. You will also know that getting the right interpreters for your conference is a vital part of making sure that the whole event works for every attendee. Here then are 4 issues you should bear in mind whenever you are changing interpreting suppliers or hiring one for the first time.

 

  1. Spot the warning signs of a bad supplier

Every interpreting agency and ever consultant interpreter will have their own standard ways of doing business but a number of these internal policies are simply there to guard their interests, rather than being there for your benefit.
A prime example is that some conference interpreting suppliers will ban you and the interpreters from speaking directly before the event starts. All good event managers knows that having short lines of communication is vital for the success of any event. It is therefore worth asking yourself whether it is really in your interests to have to go through a middle-person and rely on them relaying information accurately and completely, every time you have information to pass on.

 

Every interpreter in the business will have had occasions where they could not deliver the very best service because they were not given the right information at the right time. If your supplier is insisting on keeping the contact details of your interpreters secret and refuses to even tell you which interpreters they are using until the last minute, it is worth looking elsewhere.

 

A similar red flag should be raised if it seems that you find yourself dealing with someone different each time you talk to or email your supplier. You should have a single point of contact who manages the whole process.

 

One last, and more subtle red flag, should be raised if you come across a conference interpreting supplier who is happy to give you an instant quote for any job. Sure, it might seem that it makes your life easier and saves time but it tends to be a sign of a box-ticking approach to delivering service.

 

Your event is unique. You will have specialised content, a specific audience and your own set of KPIs to fulfil. For that reason, the interpreting delivered at your event will be unique too. It makes sense then that excellent suppliers will need a little time to build the right time and put together a price that is as unique as your event.

 

  1. Understand restrictions and eliminate those that are bad for you

Even the very best interpreting suppliers will likely have some restrictive clauses in any contracts they offer. It is common to see bans on contacting conference interpreters directly for a period of time, if you chose an agency to supply them for your event. It is also not unusual for event interpreting suppliers to ask for exclusivity deals and for conference interpreting equipment suppliers to work exclusively or semi-exclusively with a single booth manufacturer.

 

None of these, on their own, are wrong but it pays to ask which ones are right for you. It may be worth asking, for instance, whether you should be able to hire interpreters directly if you liked them but weren’t pleased with how their services were managed. You also may wish to have a clause allowing you to request for a different interpreting team for future events or different equipment.

 

Remember, you are the buyer and it is up to you to decide which restrictions are worth allowing and which will get in the way of delivery.

 

  1. Understand the strengths of the three main event interpreting solutions

There are three ways to manage event interpreters. Either you locate and manage each interpreter yourself, or you call in a consultant to create and manage the team or you book through an agency. There are no wrong answers but each solution does have its pros and cons.

 

If you hire interpreters for your event directly, you get a short chain of communication and you grow to know your team really well. This is often the cheapest option too.  However, this comes at the cost of having to spend time finding interpreters and somehow checking that they are good enough and then doing the admin to pay them all!

 

Hiring a consultant gives you contact with someone whose job it is to build the team for you and who has most likely worked with most, if not all of the team before. Their prices are often cheaper than agencies. They become your single point of contact and so you still get to keep a short chain of communication, especially if, as usually happens, they are actually interpreting as well as consulting. The disadvantage is that they may not have the same coverage as an agency and so for complex jobs, an agency could be better. Their team might also be busy just at the time when you want them.

 

Of all the solutions, agencies are the best at doing large-scale jobs. Their advantage is usually found in their ability to find lots of interpreters covering lots of languages, in a short space of time. Working with an agency also means less admin and only one bill to pay for you. The price of this, however, is usually that their fees are higher and that your chain of communication is longer, increasing the risk that something will get lost along the way.

 

  1. Look for people happy to talk through your options and your situation

If all this seems confusing, it shouldn’t be. All you need is a guide who can walk through your decisions with you. Whether you chat to someone from an agency about their solutions and prices or to a consultant about your management process, it will help to have someone lead you through the process.

 

Since your situation and events are unique, it will help to find someone who is open to creating something unique for you. If you are looking at changing your interpreting provider, feel free to get in touch. I would love to guide you through the process.

 

 

How I use Evernote and Streak to Keep My Marketing On-track

By: Jonathan Downie    Date: January 16, 2017

After my recent post on pitching and my glowing praise of Streak on LinkedIn, I thought I would do a post on two of my new favourite tools – tools which have so far helped me net some incredible promotional opportunities and which showed me where I was losing out in my business.

 

The first tool is well-known: Evernote is a note-taking, image-saving, web page-snipping, beautifully constructed beast. I use it for two things. The first, and most obvious is that, what with being a dad and travelling a lot, I sometimes draft things in different places and on different devices. With Evernote, I know I can, for example, store the title to my latest blog post in a special notebook called “Articles” and then go back to it wherever I am.

 

In addition, I have installed the Evernote web snipping addon for Chrome. To understand what this does, imagine a simple webpage bookmarker but on steroids. In Evernote, you can save the entire page and a link to it so you can review the page both online and offline. In the screenshot below, I am clipping a recent article from Conference News just to show you what everything looks like. The web clipper is the grey rectangle in the top-right.

 

Evernote web clipper screencap

 

In this particular case, I am saving it to a folder called “Business”, which is where I save a mixture of articles I want to read in future and information that I need to know. I will absolutely be using Evernote to store publicly available pre-reads for my next interpreting assignment.

 

One more nifty feature is that you can link Evernote to your email and set-up reminders. This is really handy if, like me, you store the web pages of client leads there and you want to remember to email them or call them later.

 

Evernote is amazing but its power is hugely multiplied when you install Streak as a plugin for Chrome and then follow its easy activation instructions for Gmail. I use Gmail to manage my work emails as it allows really simple syncing between all my Android devices and, when I am on the web version of Gmail, Streak is active.

 

This is a walkthrough of Streak (try to ignore the rather boring voice):

 

 

What I find really useful is that, when I open the CRM pipeline view, I can instantly see where I was with every lead and active client, including when I last contacted them. This has made it much easier for me to ensure I do follow-up and it has meant that contact details are all captured automatically.

 

Want an example of how these tools work together. Here’s a simple plan of how I got an article on interpreting in the in-flight magazine of a major airline. (I am using the same process for interpreting clients too).

 

  1. I grabbed the magazine and used Evernote on my phone to capture pictures of the front cover, editorial contacts and some relevant articles.
  2. I then drafted an email during the flight to the editor.
  3. As soon as I landed, I sent the email and created a Streak box for the email I had just sent by opening the email from my “Sent” box in Gmail and then clicking on the Streak shortcut icon at the top of the page.
  4. A couple of weeks later, I noticed that the editor hadn’t gotten back to me and dropped a reminder. At that point, I changed the marking of the box from “Lead” to “Contacted” in my CRM.
  5. Within a couple of days, she got back, we agreed on the piece (if it had taken more than a couple of emails, I would have moved the box from “Contacted” to “Negotiating”) and I sent it off. Once the piece was off, I marked the box “Sent Piece/Met in person”.
  6. Once I got confirmation that the piece had been accepted, I dropped a thank you email and marked it as “Closed – Won”.

 

I use that same system to track all my leads and am slowly adding my long-standing clients to Streak too. I make sure that I check my Streak CRM pipeline at least once a day, just to keep on top of everything. That simple view has helped me spot one potential client where I hadn’t sent paperwork, one where I was waiting on the confirmation of an assignment and more than one where I needed to send reminders.

 

To be honest, I am still finding new ways to combine these tools. For instance, I recently found out that Streak can tell me when my email has been read. And I can share Evernote notes with people. I am sure that I will be finding creative uses of these and all the other features I keep finding. What tools do you find useful?

Crafting the Perfect Pitch – A Comprehensive Guide

By: Jonathan Downie    Date: January 9, 2017

Of all the ways that you can market your skills, getting an article in a publication or blog that your clients will read is my all-time favourite. It is much cheaper than advertising and has the added bonus of making you look like an expert in their business as well as yours. If that wasn’t enough, there is the rather bizarre possibility of a potential client spotting you at one of their events and saying they saw your article. That makes the conversation much easier.

 

So how do you do it?

 

There are several stages and you won’t master any of them first time out. I accrued a lot of rejections and missed opportunities to begin with. While it hurt like mad at the time, it really did help me to hone my craft. To make this little guide easy to follow, I will go through the process chronologically.

 

First, pick an audience

 I really shouldn’t have to write this but bad targeting is a really common mistake. I have lost count of the number of people who have pitched to my blog with no idea which audience I target or which audience they wanted themselves!

 

The more specific your audience definition, the better. My top target at the moment is UK-based events managers who organise international events but who don’t have an interpreting team or are looking for a change. My secondary target is event managers who want to shift into the international events market but don’t have the supplier contacts to do so. In both cases, I am aiming more at the younger, tech-savvy market than at the massive established players. I am also more interested in those who don’t specialise in fashion or medical products.

 

The more specific your audience definition, the better.

 

That is how specific you need to be, at least at the outset. If you want the full reason why you need to be that specific, listen to any podcast on marketing. The tl;dr version is that it is much easier to write a brilliant but narrow pitch than to try to please everyone.

 

Next, hang out with them

Before you even think about what and where to pitch, you need to spend time (preferably in person) with people from your target market. Go to their events, subscribe to their magazines, join their Linkedin groups. Do anything, in fact, that allows you to sample their language and concerns.

 

If you try to skip that stage, you end up with the same farce as I got when I pitched an article to an events magazine on running successful multilingual events. I got a very nice email from the editor saying that my topic was outside of their interests … only for them to publish a very similar article in running successful international events the next day by another writer. One word, one mistake, one very annoyed interpreter.

 

You simply cannot write a great pitch without learning the language and style used by your target audience. This is, by the way, another reason for being specific. In my case, I need to learn how the attitudes and communities of younger events professionals differ from their older counterparts.

 

You simply cannot write a great pitch without learning the language and style used by your target audience.

Listen a lot

 This is an extension of the point above but the slight repetition is necessary. It will always be tempting to jump right in and pitch after receiving your first issue of an industry magazine. I can just about guarantee that it will fail miserably.

 

My mum used to say that you have two ears and one mouth for a reason. And that adage applies here. In the same way as you might slice apart a project brief or comb through a source text, give yourself time (ie. at least three magazine issues, three all-day events or a couple of months in an online group or some combination of them all) to soak up the atmosphere and outlook of your target audience before you even consider pitching.

 

Strangely enough, over time, something amazing happens. As you get to know the people you want to write for, ideas for pitches seem to arrive by themselves. Suddenly, the gaps in their knowledge and, more importantly, the things they perceive to be important become obvious. Once you know the gaps in their knowledge and what they deem important, the rest begins to take care of itself. With practice.

 

As you get to know the people you want to write for, ideas for pitches seem to arrive by themselves.

 

One little note, based on brutal experience. Before you pitch, make sure that all of your interactions are professional to the utmost and try to resist the urge to correct misconceptions. No-one likes a smarty-pants and criticism will not be welcomed until you have built up a really strong relationship with the group. I have lost count of the number of people in my own profession who have thrown away any chance of having a positive influence by publicly slating clients and potential clients.

 

Practice in a safe environment

 At the same time as you are getting to know your target audience, you should be working on your writing craft somewhere semi-public but where you can’t be rejected. I will go a bit against the grain here and say that, for most people, a personal or business blog is not the best place to practice.

 

For most people, a personal or business blog is not the best place to practice.

 

There are two reasons for this. The first is that, in both the Event Sector and the Translation & Interpreting Industries, the posts that get shared the most tend to be those written for fellow professionals in that sector. And, unless you are extremely disciplined, you can get sucked into writing more in that vein to get your stats up and get praise from colleagues, rather than polishing a client-friendly style.

 

Places like Linkedin Pulse and the groups where you are listening to clients are much better. As far as Pulse is concerned, try writing a few posts on the basics of working with someone in your profession but aimed at people who don’t even know what an event manager or translator does.

 

As simple as those posts might sound, they are tricky to get right and they get a surprising amount of feedback and views. If you can make them sound informative but not preachy or didactic, you know you are on the right track. If your colleagues accuse you of writing really basic stuff but your potential clients start sharing your content, that is a sign you are getting it absolutely right!

 

When it comes to groups, practice writing brief responses to any relevant questions or blog posts that come up. You can get the same kind of practice by going to networking events in that industry and practising having good conversations that don’t turn into a sales pitch. In both cases, you should be aiming to sound like an expert in that particular area, who just happens to be a genius when it comes to translation or interpreting or events. Rather than someone from those professions who snuck in when no-one was looking!

 

Target More Than One Editor at Once

Once you have some practice under your belt and especially if you have gathered some positive feedback from people in your target market, you can start to find editors. Editors are your gateway to valuable space in magazines and should therefore be approached with due care and something nearing adulation!

 

Seriously, the best tactic I have found, which I still use, is to follow trails through articles posted in market-specific groups and cross-compare where I end up with the magazines that appear when I google search terms describing my target market and the words “magazine” or “publication”. Often, the leading magazines will actually be called something like [Field] News or [Field] Weekly. If you can see circulation numbers, all the better. But remember, you want the best publications for your specific target market, not necessarily those with the highest numbers.

 

Follow trails through articles posted in market-specific groups.

 

In my market, I could easily pitch to magazines with huge circ numbers which target the USA. Given that they are highly unlikely to hire me, that would be pretty pointless!

 

Once you have that kind of information, always have two or three potential targets at a time. Experience has taught me that all editors are juggling about a million things at once so it is likely that a large proportion of editors you contact will either never get back to you or won’t reply for at least a month. Don’t worry. By having a few on the go at once (get a system to keep track of what you said to whom!), you can reduce anxiety and increase the chances of getting an early win.

 

Do not, however, fall into the trap of blanket pitching to too many editors at once. Two or three at a time is about right. By the time you do proper research and spend time familiarising yourself with their needs and style, you will find that even doing two or three takes work! But it is more than worth it when your pitch lands you an article.

 

Pitch based on their needs (and your expertise)

 Editors have three basic needs: solid, relevant content that needs as little work as possible; coffee; and more hours in the day. Once you realise that, you can make sure that you hit two of them in every pitch (you can’t offer coffee, sadly).

 

I always pitch by first looking through one or two recent issues (or about a month of blog posts if I am aiming for a spot in a blog) and imagining where my content might fit in and what attraction it might have for their audience. Before I even start writing the email I ask myself this question: if I were reading this magazine, why would this content be important to me?

 

Notice that I didn’t say “for me”. We all think that our business is absolutely vital for our clients but if we can’t make a compelling case why they will agree with us, the editors of the publications aimed at those clients will just dismiss us. Answering that question badly or not at all has been the number one reason for me receiving rejections. And I have had a lot of rejections!

 

A simple way to reduce the risk of making that mistake is to try to include the phrase “I was reading the latest issue of [magazine] and I noticed that…” in your email. It could be “I noticed that you had a great piece by John Smith on events for international associations” or, “I noticed that you were going to discuss selling across cultures in a future issue” or whatever but hooking on to what they are already saying is a great start and it shows that you are reading carefully!

 

Hook on to what they are already saying.

 

A word of warning though, if you are going to finish that sentence with “I noticed that you haven’t covered [x]” be very careful. Often, that just gives editors a reason to tell you that your pitch is outside their remit, since you have just revealed that it isn’t a common topic. The only time that angle has worked for me is when I had found that they covered something near my specialism but left an important bit out. In that case, I could write something like “I noticed that Joe Bloggs wrote a great piece on international events but he didn’t talk about working with interpreters. Since that is such a vital part of making international events work, I would like to build on what he wrote.”

 

Make life easy for yourself (and the editor)

 The most important part of pitching based on their needs is making it easy for the editor to make a decision. Most magazines are split into sections so you should absolutely suggest which section your article might work best in, based on what they have already published there.

 

You can make life easy for yourself by reducing the entire article down to a three sentence paragraph, including the context, the problem and the solution. For a recent blog post on the website of a leading industry magazine, I mentioned the need for British events companies to win international business post-Brexit but the problem of the UK’s miserable record for language learning. The solution, I argued, was to work effectively with interpreters. To ease any doubts, I threw in some links to existing content that talked about some of those issues. Within 24 hours, the editor was in contact to offer me prime space on the blog.

 

Reduce your entire article down to a three sentence paragraph

 

That three sentence summary not only lets the editor quickly tell if you have a good idea but it also gives you a ready-made structure for your final piece, with enough wiggle room to allow your creativity to shine. In a pinch, you can also use it as the introduction of the final article, at least temporarily.

 

Think Snappy

 The very last part of writing the pitch is making sure that your pitch is way shorter than this post on how to write pitches!

 

Remember, editors are busy so make sure that your email can be read through in 30 seconds and skimmed in under 10. The longest version of your pitch should be three paragraphs long and look something like this:

 

  • a short, suitably complimentary intro, including your hook, a maximum of one sentence introducing you, and ending with the topic of your suggested article in five words or less.

 

  • the trademark three sentence summary of your suggested piece

 

  • a suitable friendly sign off, inviting them to get back to you.

 

If you can write it even shorter, feel free but do resist the temptation to stuff everything into a paragraph that looks like it has eaten too much Christmas turkey. When in doubt, cut stuff out.

 

Welcome Failure, Celebrate Success

 And after you have done all that, will success be assured? Sadly, no. Part of the process of pitching is the “fun” of failure. Some emails will never be answered. Some will come back with a rejection. Some, those precious ones, will come back with acceptances.

 

It always pays to remember that a “no” from one editor is often a stepping stone to “yes” from another. Some publications won’t be suitable for the content you want to write and that’s okay. For others, the timing will be wrong. And that’s okay too.

 

A “no” from one editor is often a stepping stone to “yes” from another.

 

The great thing is that the skills you pick up in reading clients and writing pitches become a vital part of your toolkit for other areas of your marketing and even for writing in other areas of your business. Add to that the joy and interest you get when clients see you as an expert in their field and the work is definitely worth it!

 

If you want to know what to do once you actually get accepted, you will need to read a later blog post.

How to be More Successful in 2017

By: Jonathan Downie    Date: January 6, 2017

Happy New Year!

 

After an exhausting 2016, many business leaders are excited and anxious about what this year may bring. All of us hope to do better this year than last year but, despite all the tips and tricks we might read about online, we might now know how. Here are three strategies I have found to be indispensable.

 

Key 1: Define Your Own Success

 

As both a business owner and a dad, I have no shortage of people offering me their tricks and tips and must-dos. Yet what is glaringly obvious is that most people will give you advice after making the assumption that you want the same things out of life that they do.

 

If I am going to be any more successful this year than I was last year, it will mean being clear about what I mean by “successful”.  More than that, with all of us under continual time pressure, actually knowing what success looks like makes it much easier to say ‘yes’ to the right things and ‘no’ to the wrong things.

 

Since I know the types of clients I want and the kinds of marketing that seem to work for me, I know to ignore anyone selling their latest gimmick. Since I know my priorities, I can also confidently ignore anyone who says that you can’t be a success unless you work 25 hours a day and wake up at 4am, having gone to bed at 5.

 

Key 2: Prioritise Personal Growth

 

In the translation and interpreting community, 2016 was a year where there seemed to be more courses and classes and conferences on offer than ever before. In the events industry too, it seems that people are more aware of the need for Continued Professional Development than ever.

 

The simple reason for this is that every penny invested in a good source of personal and professional growth pays off. I recently read two papers where it was found that the best way to improve sales performance was to set both sales targets and targets for what you wanted to learn.

 

Given how fast technology and business practice is moving, those businesses that sell more will be those where everyone is committed to staying consistently at the top of their game.

 

For event managers, that will mean staying up to date with changes in marketing and shifts in delegate expectations while learning how to integrate new technology. For interpreters, that will mean clocking up the practice hours, diving into specialist subjects and continually honing our approaches to clients.

 

Key 3: Find a Community

 

This last one is by far the most important. Remember how people go on about SMART goals? Well it turns out that the only way they actually have a real effect is when you mix them with regular accountability.

 

In fact, the more research I read, the more important I realise that it is to make sure that you are in a community where you can be supported to grow. No matter how senior you are in your company, you will need someone to listen when times are tough … and a little push when you have started coasting.

 

No-one grows consistently on their own. This year, perhaps the greatest gift you could give your own success would be to find a group of people who are trying to be more successful too.