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English > Chinese: Marketing book, 30,000 words

The text is a marketing book, CenterBrain Thinking..a practical guide to creatively positioning your brand, product or service. It was published in 2009 and is currently available for electronic download from Amazon. My publisher also publishes on-demand a soft cover.

The book is approximately 30,000 words/130 pages.

I will be using this book in China this summer to teach and consult. I will be in Guangzhou, so I am uncertain whether I should just translate to Cantonese now and Mandarin later. I would appreciate your expertise in this area.

Example of text:
Truth

When we were little kids, all of us were admonished to “tell the truth.” Some of us even remember the George Washington cherry tree story, culminating with “I cannot tell a lie.” I say some of us, because I suspect even that wonderfully simple story has been revised to reflect some new politically correct agenda ... but I digress.

The truth component of positioning is the evidence your customer needs in order to believe you can deliver on the tangible benefit. My experience is that this is almost always contained within the attributes of your brand, product, or service. The tough part is determining which ones.

A general rule I follow when looking for the truth component of positioning is to think like a 4-year-old. I have seven kids and I’ve had lots of 4-year-old experience. Just like consumers, children at 4 are being bombarded with new information. They don’t have time for long explanations.

I remember my daughter Emily asking me, “Why is the sky blue?” I tried ignoring her but it didn’t work, because kids are persistent. Out of frustration, I said something like, “The sky is blue because it is a big mirror to the ocean. Remember how blue the ocean was when we visited it last year?” Bingo, no more blue sky questions. And I’m told my answer actually has some basis in science.

The point is, keep the truth simple and concise. Don’t present a litany of product attributes, just present the ones that are relevant—and never present more than three. If you find yourself going beyond three attributes in your positioning statement, you are talking to yourself.

Language pair(s)

English > Chinese

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