With increasing “Europeanisation”, more and more companies are deciding to publish their ads or catalogues exclusively in English.
After all, English is a world language and understood by everyone.
In Germany, it is now common practice to “anglicise” German expressions.
We often no longer even notice this.
But has everyone who makes purchasing decisions in a company really mastered the English language so well that they correctly understand everything they are offered?
Let’s look at it like this. Far-sighted companies that have decided to sell their products abroad translate their advertising and catalogues into the respective national languages to systematically increase their sales in these countries.
It’s quite simple.
Familiar words in a customer’s native language will help you achieve much more with the customer, even if the customer has some basic understanding of another language, e.g. English.
Many details of the benefits of a product are immediately understood in the native language; the words touch the reader’s heart and not just their ears.
When they exhibit at trade fairs, these far-sighted companies do not just rely on English and assume that everyone will understand it anyway. Rather, they showcase themselves in multiple languages.
Now some may say that this is very expensive.
Reputable translation agencies can help such companies to keep their costs as low as possible.
On the other hand, each machine sold abroad will cover the costs many times over.