Levent Yildizgoren is the co-founder of TTC wetranslate, an award-winning translation company that helps entrepreneurs scale their business globally by providing translation services in over 100 languages. For the past 30 years, Levent has been a lecturer at the University of Essex and author of ‘Good Business in Any Language. Today he shares his 5 step LINGO model with listeners to understand the importance of connecting with their audience in their mother tongue. 

When Levent began his career, it was not with the intention of running an award-winning translation company. This opportunity fell into his lap by mere happenstance. Levent was a translator who translated copy from English to Turkish, his mother tongue. To be a successful translator, it’s not enough to speak the language. You need to understand the nuances of the language. That is the only true way to make a connection with your audience. If you speak to them the way they speak to each other, you can create an impactful marketing campaign. 

In today's market economy, where Apple gets 58% of its sales overseas, it is imperative that businesses think on a global scale. To do so, you need to understand the importance of language when expanding into an overseas market. A simple translation is not always enough. That is why Levent created the LINGO model. A 5 step method produces measurable results for companies looking to grow internationally. 

The secret to LINGO’s success is in its process. It uses AI to help marketers Learn the new audience they want to reach. The next step is to use AI to gather information about the target audience. The third step in the model is to use AI to navigate the market. The last two stages are intertwined. You need to Go operational, and then you are open for business. This method ensures an understanding of the culture, how the new audience views items, and how to introduce your product and make sure the message is digestible and accepted. Your business sees an increase in market share. Listen as Levent shares his One Big Tip on today’s podcast, the importance of knowing how to speak the language of your target market so that your message resonates with them. 

In this episode:

• [2:15] Levent shares how he went from translator to running a global company. 
  • There is always hidden opportunity in every field. You need to be open to seeing the possibilities.
• [6:15] To advertise successfully in different cultures, you need to do more than speak their language.
  • Nuances of language and word choice are a large part of translation.
  • It’s important to understand the native slang when creating ad campaigns in foreign markets.
• [11:02] The Pepsi example and how they didn’t launch a successful campaign through basic translation. 
  • Even global brands make missteps. 
  • It’s important to study what has worked for others in the past so you can replicate the positive and avoid the negative. 
• [13:30] Going global in today's market is the only way to guarantee success.
  • Since the world is very connected through social media, it impacts the way marketing is done. 
• [18:53] How being a global company can improve your business with the LINGO model
  • The difference between translation and understanding the nuances of a different language and why it matters.