“I decided to see what would happen if you combined great writing with great translation”.

I admit I have something of a spilt personality.

On the one hand I’m an NCTJ trained journalist who moved into media-focused public relations and represented a diverse portfolio of clients that included a Telecoms giant, a historic castle, Britain’s largest tourist board and a brewery. In 2000 I quit everything, uprooted from England to northern Sweden and dedicated my career to working with great drinks. Driven by my passion for writing I became Sweden’s first full-time professional beer blogger and co-founded the Scandinavian Beer Writers Association to promote better beer writing in the media. I co-wrote and won the Gourmand International’s ‘World’s Best Beer Book’ for ‘Öl – smakerna, hantverket, stilarna’ in 2015 and also founded a craft beer and soda brewery.

On the other hand I have spent almost 20 years helping Swedish businesses and organisations communicate their messages in English. After moving to Sweden I quickly realised a vast majority of English text promoted by Swedish businesses was either grammatically flawed or just made pretty painful reading. And more often than not both!

I discovered a lot of businesses would spend a considerable amount of money and effort making their communications look great and sound right in Swedish, but then either trust an employee who was good at English or hire a large agency to supply the English text and hope nothing got lost in translation.

The hard truth is it often does. Swedes are generally amazing linguists, but just because someone is good at speaking English doesn’t always mean they’re good at writing it.

The same can be said for the large language agencies, who hire native English speakers to translate your text. But being a native speaker doesn’t automatically make you a great translator. And just as importantly being an English translator doesn’t automatically make you a great writer.

So I decided to see what would happen if you combined great writing with great translation and came up with a new approach I call ‘craft translation’.

Craft translation requires a deeper understanding of the subject matter. I take time to understand your messages and the way you want to say them before I even translate a single word. I won’t ever cut and paste sentences into Google Translate (yes, it really does happen all the time) and I don’t blindly translate word-for-word like many others do. This might mean I bridge sentences together or suggest moving paragraphs around – whatever it takes in fact to ensure your message retains the same meaning, tone of voice and impact it had in Swedish.

So the next time you have a press release, a company presentation, a website, an advert or a social media post you need translated into English why not consider getting it ‘craft translated’ instead?

Just Contact Me for a free quotation!