• Tom Radford

Introducing 'Translation Content'

More jargon right? NO, the opposite. I've given this a name for one reason, because translation is the most important job of any content. Why? Because translating an idea into something an audience can understand is what it's all about. Sure you can get cheap animation, sure you can get cheap video, sure you can 'tell a bloody story'. But none of this matters if you're not transferring the core of an idea from one place to another.

Translation Content
Complex, Heavy and Mysterious used to be cool

It's the one skill that everybody needs

Okay Tom, what the hell are you talking about? Well, let's talk about how things used to be. Look at the image above, if you remember the 80's or even the 90's you'll recognised this as what we used to call a 'Ghetto Blaster'. Look at it, just look at it...it's covered in buttons and lights and levers, it's big and heavy and filled with mystery. I don't think anyone who owned one of these knew what every single button did. It was a tape player, and a radio and God knows what else. That was what we wanted. But things have changed. Now look at the image below.

The Ipod - Simple is good

For those of you who don't remember, this is an iPod. This is where it all changed for music and indeed for everything else. Suddenly complex and mysterious was out of the window and in came elegance, the one button world. And the Apple revolution and every other damn gadget followed suit.

Translation means transparency

Business has one language, audiences have another.

We want transparency these days, we want to know how our money works and where it goes. So it's not enough to know what a product achieves, we want to know what's going on and why it's worth the cost. From financial products to legal services to production companies, gadgets...people are just bloody nosey these days. And like it or not, large organisations are having to change the way they do things, they're having to EXPLAIN WHAT THEY DO!! Heaven forbid. It used to be that the grey veil of finance drew it's power from a 'seen and not heard' mentality which is pretty much Victorian. You know 'Well, it's super complex and they're really clever so they're expensive' kind of thing. Well not today, today if you want to sell something, you've got to explain it. People are smart, and if you try to fool them, they'll Google your ass!

So...the job of the content maker is to help people translate their complex idea into something that the given audience will actually be able to digest, in their language, on their terms. Not some patronising top-down diatribe...lay speak for lay people.

And that's what we do at the Antidote. We'll decipher your message and pass it on to the people you want to tell it to, in the way they want to hear it. We'll even make it for you if you like...but that's up to you.


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