Advertising and marketing help?

Question

Hi i was hoping someone could give me a bit of advice.

After researching price lists etc in a new town my girlfriend started up a continuation of her mothers translation business since finding that her prices significantly undercut all other translation services there.

She has sent out loads of letters to various law firms etc each one containing business cards, price lists and post-it notes with the company logo on them with the hope of new customers.

It has been goin for around a 2/3 months and so far there hasn't been a significant response with only a small number of jobs coming in.

She has many translators on her books and the business is ready to meet any demand but the lack of customers is the problem.

Can anyone advise on any other way to advertise and market the business (bearing in mind this is still a small business and money is relatively tight) or if anyone has any ideas on other business's that would require translators then that would be a big help also.

Answer 1

Hi!  I have a couple of suggestions.

1. Find out where your prospects gather and meet them there.  eg. A chamber of commerce meeting.

2. Instead of undercuting everyone, why not just offer a discount on your business card.

Having an effective business card can really help pull prospects into your business.

HTH and have a great day!

- Mark Meyers

Answer 2

Without looking at your site, it is hard to say. Perhaps they have visited the site and are not impressed with what they see? Do you offer a variety of payment options? Do you post all of your business details? Do you pass work direct to your translators who then make personal arrangements with the business (thereby cutting you out of the loop).?

Further, significantly undercutting your competition may be positioning yourself as cheap and nasty. And don't forget it is a market which is pretty much saturated, and with globalisation you have to compete overseas pricing and large agencies with translators on standby 24/7.