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Argumentationsschwerpunkte

English translation: selling point / unique selling point

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
German term or phrase:Argumentationsschwerpunkte
English translation:selling point / unique selling point
Entered by: Claire Langhard

06:42 Jan 27, 2016
German to English translations [PRO]
Bus/Financial - Marketing / Market Research
German term or phrase: Argumentationsschwerpunkte
From a Powerpoint presentation of market research results, various context examples including:
Erklärungsanteil der Argumentationsschwerpunkte

Can I use "argumentation focal points" or would "argumentation emphases" be better?
Or is there another term which is regularly used?
Please also see my other question in regard to "Erklärungsanteil"....!

Thanks
Claire Langhard
Switzerland
Local time: 23:31
selling point / unique selling point
Explanation:
If what Brigitte said in the discussion is correct, that the context is an argument for the product, then this may be suitable.
Selected response from:

Kristina Cosumano (X)
Germany
Local time: 23:31
Grading comment
4 KudoZ points were awarded for this answer



Summary of answers provided
3 +8selling point / unique selling point
Kristina Cosumano (X)
3main focal points of the argument
Donald Jacobson
3Benefit highlights
gangels (X)
3product advantages / sales arguments
Paul Cohen


Discussion entries: 2





  

Answers


16 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5
main focal points of the argument


Explanation:
My take on the term

Donald Jacobson
United States
Local time: 16:31
Native speaker of: English
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53 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5 peer agreement (net): +8
selling point / unique selling point


Explanation:
If what Brigitte said in the discussion is correct, that the context is an argument for the product, then this may be suitable.


    https://www.americanexpress.com/us/small-business/openforum/articles/5-steps-to-determine-your-unique-selling-point/
    Reference: http://www.entrepreneur.com/encyclopedia/unique-selling-prop...
Kristina Cosumano (X)
Germany
Local time: 23:31
Native speaker of: English
PRO pts in category: 4

Peer comments on this answer (and responses from the answerer)
agree  Ramey Rieger (X): Yes.
24 mins
  -> Thanks, Ramey!
agree  Steffen Walter: ... although I'd prefer '(unique) selling proposition(s)'.
54 mins
  -> Thanks. Fair enough, "selling point" is simply more familiar to me.
agree  Ian Kahn: USP (Unique Selling Point) is a more than common term in the marketing industry. This one gets my vote.
3 hrs
  -> Thank you, Ian.
agree  Dhananjay Rau: usually shortened to "USP"
5 hrs
  -> Thank you.
agree  Ventnai
5 hrs
  -> Thank you
agree  Michael Martin, MA
6 hrs
  -> Thank you
agree  Veronika Neuhold
14 hrs
  -> Vielen Dank
agree  Paul Cohen: Probably "unique selling points" (plural), but hard to tell without more context. Another way to put this might be "product advantages."
2 days 15 hrs
  -> Danke
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1 day 9 hrs   confidence: Answerer confidence 3/5Answerer confidence 3/5
Benefit highlights


Explanation:
I'd call it, but more literal is: "salient discussion points".

Argumentation in this sense really means "advocacy", but that does not sound right. "Favorable" on the other hand implies a flip side of "unfavorable" which misses the point, too, so "benefit highlights" is best, IMO

gangels (X)
Local time: 15:31
Works in field
Native speaker of: Native in EnglishEnglish, Native in GermanGerman
PRO pts in category: 40

Peer comments on this answer (and responses from the answerer)
neutral  Paul Cohen: And "advocacy" means (here) they want to SELL something. I was thinking "product advantages," which is, I suppose, another way of saying "benefit hightlights." It's hard to tell without more context. We don't know what products and services are involved.
1 day 23 hrs
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3 days 9 hrs   confidence: Answerer confidence 3/5Answerer confidence 3/5
product advantages / sales arguments


Explanation:
These are common ways to put it, and basically close cousins to Kristina's unique selling point(s) and Steffen’s unique selling proposition(s).

When a text is singing a product’s praises to the outside world, I usually translate the word Argumentation (and its common permutations such as Verkaufsargumentation and Verkaufsargument) as "advantages" or "benefits" (see gangels' response). In English advertising and marketing jargon, it's important to avoid negative associations. Consumers generally don't want to be pushed around and presented with "arguments." The word can have negative connotations and sometimes smacks of a "hard sell," which is best to avoid.

If, on the other hand, this is an in-company document (i.e., not for general consumption), you might translate it as "sales arguments," which is essentially the same thing.

In fact, third parties reviewing the product in question might even use both words: "The company has excellent sales arguments for its range of products, including some significant product advantages."

Product advantages and sales arguments are two sides of the same coin. It really depends on the target audience. In the absence of more context (I have no idea what products and/or services we are talking about here), I can only rate my confidence level as medium (3) here.

Btw, while we’re on the topic of the German use of Argumentation, here's a handy tip for translating German marketing and advertising texts. Always look to see if you can transform negative elements into positive ones—without changing the message, of course. For example, a typical German headline might be:

"Wir verkaufen nicht nur Gemüse."

Some people might translate this as “We don’t just sell vegetables,” but a more natural and effective way to put this in English would be

"We sell more than vegetables."



Paul Cohen
Greenland
Local time: 20:31
Works in field
Native speaker of: Native in EnglishEnglish
PRO pts in category: 75

Peer comments on this answer (and responses from the answerer)
neutral  Kristina Cosumano (X): Agree wholeheartedly about the audience; my "selling points" only works internally, not for consumers.
54 mins
  -> Right, "selling points" only works well for internal purposes. But we know from the discussion section on "Erklärungsanteil" that the PPT is rife with "keywords/titles/tables", so it's probably an in-company document.
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