“The word must be a fist, not an index finger.

Aim and hit.”

The power of the pen

Content and form are equally important in marketing and advertising texts, book translations and press documents intended for a wide readership. It is not just the correctness of the content that counts. Idiomatic expression, accuracy of style and the translator’s ability to move away from the source text to really get a feel for the customer’s needs and objectives, as well as for the way the target audience thinks, are essential. Translated texts which stick to the original like glue seldom pack that media punch and are often clumsy or even incomprehensible. Our standards for our own texts are high. They should not just hit the nail on the factual head, but should also captivate the reader. To make your text stand out from the crowd is more important than ever in the twenty first century, when abundant information is available at the touch of a button.