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That means that you want to make your best impression visually, and persuade verbally, with the objective of imparting confidence, trust and interest in translation buyers.\u00a0\u00a0<\/p>\n<ul>\n<li>Dress professionally in a clean, crisp style.\u00a0 Original is terrific, sloppy is not.\u00a0 People judge your dress emotionally and subconsciously.\u00a0 This is a subtle but powerful factor.<\/li>\n<li>Business cards: original, memorable, flawless and available.\u00a0 Include your language pair and direction and multiple ways to reach you (phone, website, twitter, LinkedIn, FB, etc.)<\/li>\n<li>Body language: Smile, don\u2019t scowl; engage, don\u2019t avoid; look at people, not your footwear.<\/li>\n<li>Narrative: Gracious, inquisitive and thoughtful are better than the hard sell.\u00a0 Lead with questions about the other person, finish with their wanting to hear more about you.<\/li>\n<li>Subjects: Good translation customers care about the following, in this order:\n<ul>\n<li>Expertise<\/li>\n<li>Reliability<\/li>\n<li>Accessibility<\/li>\n<li>Flexibility<\/li>\n<li>Value<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>They care a lot LESS about what translators instinctively and compulsively talk about in sort of an encoded-in-our-DNA way:<\/p>\n<ul>\n<ul>\n<li>Education<\/li>\n<li>Degrees<\/li>\n<li>Countries of residence<\/li>\n<li>Training programs<\/li>\n<li>Certifications (really)<\/li>\n<\/ul>\n<\/ul>\n<p>I know this contradicts a lot of what you\u2019ve been told.\u00a0 But it will make perfect sense if you think about what you, as a consumer, value when you are looking for a plumber, dentist, doctor or any other professional service and spending your own money on them.\u00a0 That top list is a lot more important and compelling to you as a consumer than the second one is. That\u2019s because the second list is just a description of the provider\u2019s personal history.\u00a0 The first list is all about the CUSTOMER.\u00a0<\/p>\n<p>Focus on your customer\u2019s requirements, not your own life story (leave the highlights of your life story to your resume).\u00a0 It can make all the difference to a translation buyer who you wish to impress and convince to buy your services.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I\u2019ve hired thousands of translators and interpreters for over 20 years, many from ATA conferences.\u00a0\u00a0 Here\u2019s how to attract attention, stand out from the crowd and win new clients. You\u2019ve arrived in sunny San Diego to 70-degree, zero-humidity weather and spectacular views from your room of sailboats, cruise ships and bright lights on the bay.\u00a0\u00a0 The conference launches tonight with a Welcome Reception that is always packed and energetic.\u00a0 It\u2019s the first of many opportunities you will have over the next four days to market yourself and your skills to potential new clients.\u00a0 Think like a translation buyer A central tenet of successful marketing is to put yourself in your customer\u2019s shoes.\u00a0\u00a0 Think like a translation buyer, not a translator.\u00a0 ATA conferences are distinctly different experiences for translation buyers.\u00a0 They are bombarded and often overwhelmed by the hurricane forces of&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":2,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-152","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Market Yourself at the ATA Conference - Kevin Hendzel<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kevinhendzel.com\/blog\/how-to-market-yourself-at-the-ata-conference\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Market Yourself at the ATA Conference - Kevin Hendzel\" \/>\n<meta property=\"og:description\" content=\"I\u2019ve hired thousands of translators and interpreters for over 20 years, many from ATA conferences.\u00a0\u00a0 Here\u2019s how to attract attention, stand out from the crowd and win new clients. You\u2019ve arrived in sunny San Diego to 70-degree, zero-humidity weather and spectacular views from your room of sailboats, cruise ships and bright lights on the bay.\u00a0\u00a0 The conference launches tonight with a Welcome Reception that is always packed and energetic.\u00a0 It\u2019s the first of many opportunities you will have over the next four days to market yourself and your skills to potential new clients.\u00a0 Think like a translation buyer A central tenet of successful marketing is to put yourself in your customer\u2019s shoes.\u00a0\u00a0 Think like a translation buyer, not a translator.\u00a0 ATA conferences are distinctly different experiences for translation buyers.\u00a0 They are bombarded and often overwhelmed by the hurricane forces of...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/kevinhendzel.com\/blog\/how-to-market-yourself-at-the-ata-conference\/\" \/>\n<meta property=\"og:site_name\" content=\"Kevin Hendzel\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/kevinhendzel.com\\\/blog\\\/how-to-market-yourself-at-the-ata-conference\\\/\",\"url\":\"https:\\\/\\\/kevinhendzel.com\\\/blog\\\/how-to-market-yourself-at-the-ata-conference\\\/\",\"name\":\"How to Market Yourself at the ATA Conference - Kevin Hendzel\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/kevinhendzel.com\\\/#website\"},\"datePublished\":\"2012-10-24T20:50:38+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/kevinhendzel.com\\\/blog\\\/how-to-market-yourself-at-the-ata-conference\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/kevinhendzel.com\\\/blog\\\/how-to-market-yourself-at-the-ata-conference\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/kevinhendzel.com\\\/blog\\\/how-to-market-yourself-at-the-ata-conference\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/kevinhendzel.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Word Prisms\",\"item\":\"https:\\\/\\\/kevinhendzel.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"How to Market Yourself at the ATA Conference\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/kevinhendzel.com\\\/#website\",\"url\":\"https:\\\/\\\/kevinhendzel.com\\\/\",\"name\":\"Kevin Hendzel\",\"description\":\"Award-Winning Translator, Linguist, Author, National Media Consultant and Translation Industry Expert\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/kevinhendzel.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to Market Yourself at the ATA Conference - Kevin Hendzel","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/kevinhendzel.com\/blog\/how-to-market-yourself-at-the-ata-conference\/","og_locale":"en_US","og_type":"article","og_title":"How to Market Yourself at the ATA Conference - Kevin Hendzel","og_description":"I\u2019ve hired thousands of translators and interpreters for over 20 years, many from ATA conferences.\u00a0\u00a0 Here\u2019s how to attract attention, stand out from the crowd and win new clients. 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you are interested in my services or have questions about the content of this site, please contact me.<\/p>\n<p>\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f600-o1\" lang=\"en-US\" dir=\"ltr\" data-wpcf7-id=\"600\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/?rest_route=%2Fwp%2Fv2%2Fpages#wpcf7-f600-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"600\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.7\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/><input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f600-o1\" \/><input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/><input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/fieldset>\n<div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<div>\n\t<p><label> Your Name (required)<br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"your-name\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text wpcf7-validates-as-required\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"text\" name=\"your-name\" \/><\/span> <\/label>\n\t<\/p>\n<\/div>\n<div>\n\t<p><label> Your Email (required)<br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"your-email\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" value=\"\" type=\"email\" name=\"your-email\" \/><\/span> <\/label>\n\t<\/p>\n<\/div>\n<div>\n\t<p><label> Subject<br \/>\n<span class=\"wpcf7-form-control-wrap\" data-name=\"your-subject\"><input size=\"40\" maxlength=\"400\" class=\"wpcf7-form-control wpcf7-text\" 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class=\"quote\">&#8220;Kevin Hendzel is almost single-handedly responsible for bringing the translation and interpreting profession into the public eye. His brilliant work as National Media Spokesperson of the American Translators Association illuminated the role of translators and interpreters as guardians of national security, stewards of international business and vital players in the international arena. Kevin worked tirelessly with ATA&#8217;s media consultant to establish a media presence for the profession that had not existed prior to his efforts, resulting in extensive and prestigious coverage for translators and interpreters in the most highly regarded press venues worldwide. I cannot speak highly enough of the role that he has played in the translation and interpreting world over the past decade, particularly in the wake of 9\/11. Kevin Hendzel is a first class professional and a true asset to the translation and localization profession.&#8221;<\/p>\n<p class=\"cite\"><em>\u2013 Rina Ne\u2019eman, Administrator, Translation Companies Division, American Translators Association<\/em><\/p>\n<p class=\"quote\">&#8220;Over two decades of my work with Kevin&#8217;s company as well as witnessing his devotion to professional matters and the translation industry in general, I keep wondering how many talents and abilities he embodies. Not only can I attest to his brilliant proficiency in the Russian language and its very subtle nuances of usage and style, but equally to his broad knowledge of various technologies and applications. Not only is Kevin one of the most honest and honorable people I&#8217;ve worked with, &#8211; the scope, depth and breadth of his experience in so many areas, whether it&#8217;s legal or technical is extraordinarily impressive, and extremely rare.<\/p>\n<p>&#8220;Kevin&#8217;s name is well known in the translation industry as an ultimate authority in many matters, including, but not limited to, translation quality, public relations, and promotion of high standards in everything he does. For those pursuing a career in our industry, Kevin is and always be a platinum standard of the best qualities any professional may only envy.&#8221;<\/p>\n<p class=\"cite\"><em>\u2013 Igor Vesler, Diken Research, Russian Language Expert<\/em><\/p>\n<p class=\"quote\">&#8220;Kevin&#8217;s sterling reputation in the translation and localization industry hardly needs further endorsement, but I have met no one in the field whose abilities I respect more. His knowledge is encyclopedic; his intellect imposing. Your project couldn&#8217;t be in better hands.&#8221;<\/p>\n<p class=\"cite\"><em>\u2013 Steve Shabad, Head of Newsweek foreign news research<\/em><\/p>\n<p class=\"quote\">&#8220;I have worked with Kevin in several different capacities over the past 20 years, both as a volunteer and in a professional capacity. Kevin is extremely high energy and detail oriented. He gives generously of himself to better the translation profession. Moreover, he is an excellent translation manager, focused on high quality and efficiency, while ensuring that his service providers are treated and compensated fairly.&#8221;<\/p>\n<p class=\"cite\"><em>\u2013 Marian Greenfield, former Head of Translations Branch, JP Morgan<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;Kevin Hendzel is almost single-handedly responsible for bringing the translation and interpreting profession into the public eye. His brilliant work as National Media Spokesperson of the American Translators Association illuminated the role of translators and interpreters as guardians of national security, stewards of international business and vital players in the international arena. Kevin worked tirelessly with ATA&#8217;s media consultant to establish a media presence for the profession that had not existed prior to his efforts, resulting in extensive and prestigious coverage for translators and interpreters in the most highly regarded press venues worldwide. I cannot speak highly enough of the role that he has played in the translation and interpreting world over the past decade, particularly in the wake of 9\/11. Kevin Hendzel is a first class professional and a true asset to the translation and localization profession.&#8221; \u2013 Rina&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-14","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Testimonials - Kevin Hendzel<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kevinhendzel.com\/testimonials\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Testimonials - Kevin Hendzel\" \/>\n<meta property=\"og:description\" content=\"&#8220;Kevin Hendzel is almost single-handedly responsible for bringing the translation and interpreting profession into the public eye. His brilliant work as National Media Spokesperson of the American Translators Association illuminated the role of translators and interpreters as guardians of national security, stewards of international business and vital players in the international arena. Kevin worked tirelessly with ATA&#8217;s media consultant to establish a media presence for the profession that had not existed prior to his efforts, resulting in extensive and prestigious coverage for translators and interpreters in the most highly regarded press venues worldwide. I cannot speak highly enough of the role that he has played in the translation and interpreting world over the past decade, particularly in the wake of 9\/11. Kevin Hendzel is a first class professional and a true asset to the translation and localization profession.&#8221; \u2013 Rina...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/kevinhendzel.com\/testimonials\/\" \/>\n<meta property=\"og:site_name\" content=\"Kevin Hendzel\" \/>\n<meta property=\"article:modified_time\" content=\"2020-05-20T04:16:25+00:00\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/kevinhendzel.com\\\/testimonials\\\/\",\"url\":\"https:\\\/\\\/kevinhendzel.com\\\/testimonials\\\/\",\"name\":\"Testimonials - Kevin Hendzel\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/kevinhendzel.com\\\/#website\"},\"datePublished\":\"2012-09-25T02:56:09+00:00\",\"dateModified\":\"2020-05-20T04:16:25+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/kevinhendzel.com\\\/testimonials\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/kevinhendzel.com\\\/testimonials\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/kevinhendzel.com\\\/testimonials\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/kevinhendzel.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Testimonials\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/kevinhendzel.com\\\/#website\",\"url\":\"https:\\\/\\\/kevinhendzel.com\\\/\",\"name\":\"Kevin Hendzel\",\"description\":\"Award-Winning Translator, Linguist, Author, National Media Consultant and Translation Industry Expert\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/kevinhendzel.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Testimonials - Kevin Hendzel","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/kevinhendzel.com\/testimonials\/","og_locale":"en_US","og_type":"article","og_title":"Testimonials - Kevin Hendzel","og_description":"&#8220;Kevin Hendzel is almost single-handedly responsible for bringing the translation and interpreting profession into the public eye. His brilliant work as National Media Spokesperson of the American Translators Association illuminated the role of translators and interpreters as guardians of national security, stewards of international business and vital players in the international arena. Kevin worked tirelessly with ATA&#8217;s media consultant to establish a media presence for the profession that had not existed prior to his efforts, resulting in extensive and prestigious coverage for translators and interpreters in the most highly regarded press venues worldwide. I cannot speak highly enough of the role that he has played in the translation and interpreting world over the past decade, particularly in the wake of 9\/11. 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