Best Marketing Advice I Ever Heard

In the modern business world, when concluding transactions for the purchase and sale of companies, little is determined by such things as tangible assets and even income or profits. It happens that a loss-making company is sold for a huge sum. What eventually determines how much a buyer is willing to pay for a business they buy?

It turns out that everything is determined by how loyal the buyers of that company are and how difficult it is to replace this or that company with similar, barely cheaper offers. All this can be summed up by the value of a company’s brand.

Brand value is crafted with the help of the company’s actions and words. What they say and what they do forges the reputation of the company. A brand is a belief that customers will buy from that company something no other can offer: this unique identity and set of values.

So the most important marketing advice I have heard is to constantly work on the company’s brand. Kevin Alpert cites his father as an example in his book Branding Secrets. His father worked for a shoe company in Spain all his life. Spain was called the European workshop of shoes at the time. A large customer would visit his father and press him to lower prices. The client insisted that $27.5 for a pair of shoes was too expensive because in India the same would be made for no much more than seven dollars. Meanwhile, their expenses were close to $20.

Magistrai: Translators Gone Brand Assistants

With his teeth clenched, he accepted price squeezes, as other shoe manufacturers closed shop one after another. That is in spite that the manager knew the products of their company go to brand stores, where they would sell for 200–400 euros. Why didn’t he bring the shoes to those stores himself? — Because in luxury stores no one talked to him as long as they had no well-known brand label on their shoes.

Nearly all Spanish footwear manufacturers eventually closed down. Shoe production was moved to India, China, and similar countries. However, the brands that became famous with the help of marketing stories did not vanish. Branding was their protection against the market trials and tribulations.

Having learned this, we at Magistrai translation agency decided to focus on crafting texts for influence. Branding is needed not only for businesses but for individuals as well. There are countless situations where a good text would make it or break it for each of us.

This is how a team of translators transitioned to become brand-makers as much as texts are concerned. We believe philologists are better placed to write promotional texts because writing a copy is a rather small skill to acquire. The real challenge is to master rhetoric. This combination of knowing how to write a working sales copy combined with the art of beautiful words is in our opinion the best chance to leave a lasting impression.

If you would like to inquire more about texts for branding, please contact our office.