Discussions
Bridging the Language Gap: Promoting Translated Literature
The English-speaking market is notoriously insular, with translated works making up a tiny percentage of total sales (often cited as the "3% problem"). However, this is changing. The success of Nordic Noir, Japanese "healing fiction," and South Korean thrillers has proven that English readers are hungry for global stories. For publishers and authors bringing translated works to the US or UK, book marketing services must work harder to overcome the perceived barrier of "foreignness" while celebrating the unique cultural perspective the book offers.
Marketing a translation requires a delicate balance. You want to highlight the exotic setting and cultural immersion, but you don't want the book to feel like "homework." The messaging should focus on the universality of the story. A thriller set in Tokyo is still a thriller. A romance in Paris is still a romance. The genre tropes are the bridge. By positioning the book firmly within a popular genre—"It’s Gone Girl but in Stockholm"—you give the reader a familiar framework to understand the story, making the translation aspect an exciting bonus rather than a hurdle.
The Translator as Co-Star
In recent years, there has been a push to recognise the translator as a co-creator of the work. This is good marketing. A renowned translator brings their own following and prestige. Featuring the translator in interviews alongside the author (perhaps acting as interpreter, or discussing the linguistic challenges) adds a fascinating layer to the publicity. It appeals to literary fiction readers who are interested in the craft of language. The "Translator's Note" can be used as a marketing asset, shared as a blog post to give context to the cultural nuances of the book.
Targeting Diaspora Communities
A key audience for translated works is the diaspora community living in the target market. A Brazilian novel translated into English has a natural audience among Brazilian-Americans who want to read stories from home or share their culture with English-speaking friends. Marketing efforts should target specific cultural associations, language schools, and community newspapers. These groups can become the grassroots champions of the book, providing the initial word-of-mouth buzz that spreads to the wider population.
Leveraging Cultural Institutes and Grants
Many governments fund organisations to promote their literature abroad (e.g., The Goethe-Institut, The Japan Foundation). These institutes often offer grants for marketing and translation costs. They also have physical spaces and mailing lists. Partnering with a cultural institute for a launch event provides a venue, a built-in audience, and institutional credibility. It frames the book launch as a cultural event. Publicists can tap into these networks to secure diplomatic support and reach an audience interested in that specific country’s culture.
The "Armchair Travel" Hook
Marketing copy for translations often leans heavily on the "Armchair Travel" angle. "Transport yourself to the sun-drenched streets of Naples." This appeals to readers' desire for escapism. Using high-quality imagery of the setting in social media ads helps reinforce this. It sells the book as a journey. For book clubs, providing a guide that includes recipes or music from the region enhances this experience, making the foreign setting a selling point rather than a barrier.
Conclusion
Translated literature offers a window into the world. By framing these stories as universal yet unique, and leveraging the cultural networks available, authors can find a passionate readership eager to cross borders.
Call to Action
If you are bringing a translated work to market and need a strategy that bridges cultures, let our team guide your global launch.