Technical products and services are built on precision – detailed specifications, engineering breakthroughs, and complex functionality. However, while these features matter to engineers and developers, customers often need a different kind of language to understand why they should care.
This is where the art of turning technical features into customer benefits comes in.
For marketing teams, the challenge is bridging the gap between technical accuracy and customer appeal. Translators play a crucial role in this process, ensuring that product details are not just correctly translated but also refined into compelling messaging that resonates with target audiences.
In this article, we explore how translators collaborate with marketing teams to convert technical data into persuasive content, using real-world examples from the manufacturing, engineering, and technology sectors.
Why Features Alone Aren’t Enough
A product’s technical features describe what it does – but customers don’t buy products based on features alone. They buy them because of the benefits they provide. This is why successful marketing doesn’t just list specifications – it connects them to the customer’s needs, challenges, and desires.
For example, consider a high-performance industrial drill. The manufacturer might highlight the following feature:
Feature: “Equipped with a titanium-coated tungsten carbide drill bit.”
A highly technical audience might appreciate this level of detail, but for most customers, it doesn’t immediately communicate value. Instead, a benefit-driven approach makes it clearer:
Benefit: “Drills 50% faster and lasts 3x longer than standard drill bits – cutting downtime and increasing productivity.”
The feature itself remains unchanged, but the message has been adapted to focus on what matters to the customer.
The Translator’s Role: Adapting for Engagement
When translating marketing content for technical industries, a literal translation of features often fails to engage the target audience. Translators work closely with marketing teams to reframe technical details into compelling, customer-focused messaging, ensuring that:
✅ Industry-specific terminology is accurate.
✅ Key selling points are clear and relatable.
✅ The tone and style fit the target audience.
✅ The message aligns with cultural expectations.
Example: Engineering Software for Global Markets
A UK-based engineering software company wants to launch in France and Germany. The original English marketing copy highlights a feature:
Before (literal translation):
“Advanced AI-driven fault detection algorithm for real-time system monitoring.”
While technically correct, this phrasing might not engage decision-makers who care about practical outcomes rather than technical jargon. A well-adapted translation reframes the message:
After (customer-focused translation):
“Detects system faults in real time, preventing failures and reducing downtime.”
The technical accuracy remains, but the focus shifts to the customer benefit – saving time and preventing costly failures.
Collaboration Between Translators and Marketing Teams
Translators don’t work in isolation. In industries where technical precision and marketing effectiveness must go hand in hand, collaboration is key. Marketing teams bring insights into the brand voice and audience expectations, while translators ensure the message resonates in the target language without losing accuracy.
How This Works in Practice:
1️⃣ Understanding the Product & Audience
Before translating, a good translator takes the time to understand who the product is for and what problems it solves. This might involve working with engineers or product managers to clarify complex features.
2️⃣ Reworking Jargon into Clear Messaging
Translators refine overly technical or jargon-heavy phrases into accessible, benefit-driven copy that appeals to decision-makers, not just specialists.
3️⃣ Cultural and Regional Adaptation
Marketing messages often need tweaks beyond just language. For example, a campaign focusing on efficiency and speed might be effective in the UK but require an emphasis on precision and reliability in Germany, where buying preferences differ.
Example: Industrial Machinery in Japan
A UK manufacturer promoting its latest industrial press wants to highlight:
Before (literal translation):
“Hydraulic system with enhanced pressure control for variable material thickness processing.”
For a Japanese audience, where precision and consistency are prioritised over speed, the message might be adjusted to:
After (culturally adapted):
“Delivers precise pressure control for flawless material processing, ensuring consistent results every time.”
While the feature remains, the emphasis has shifted to what matters most to the local audience.
Why This Matters for UK Companies Expanding Globally
For UK businesses in manufacturing, engineering, and technology, getting translation right isn’t just about language accuracy – it’s about ensuring that marketing messages actually work in different markets. A great translation isn’t just a linguistic exercise; it’s a sales tool that drives engagement and conversions.
By transforming technical specifications into customer-friendly messaging, translators help businesses:
✅ Increase product appeal across international markets.
✅ Improve customer understanding and reduce friction in the buying process.
✅ Ensure consistency in branding while adapting to cultural nuances.
This is why leading companies invest in professional translation services – not just for accuracy, but to enhance the impact of their marketing worldwide.
Turning Specs into Sales
The difference between a technical feature and a customer benefit can be the difference between a potential buyer scrolling past – or making a purchase. UK businesses expanding globally must go beyond direct translation and focus on messaging that truly speaks to their target markets.
That’s where Bubbles come in. Our expert translators and project managers have been working alongside marketing teams since 2003, turning complex features into compelling benefits, helping companies connect, engage, and sell more effectively across different regions.
