Language Points to Consider
Before you set out to write a promotional piece of any kind, one of the primary things to keep in mind is language usage. Most of us whose native language is English take for granted that our meanings come across loud and clear. But this is not the case when we develop content for international audiences. In fact, we must take extra precautions to ensure that our word choices say what we actually intend. Using metaphors and slang that is common to Americans can be confusing to international audiences and actually cause them to look elsewhere for products and services. Instead, strive to ensure that all of your promotional materials are inclusive, and when you are specifically addressing international groups, look for ways to convey that you are aware of cultural norms as they highly influence the way international audiences perceive messages as well as how they conduct business.
Creating the Perfect Pitch
When you’re developing marketing content, pay close attention to your word choices as well as the tone and style of your language. Kitty Liu, owner of Café Bella in Seattle (also helps manage the financial aspects of her family business), says that when she shops for new business products and services, she frequently uses the Internet and reads magazines ads. The type of marketing materials that she says are most engaging to her are the ones that come across with sincerity, particularly when they describe their customer service. “Though this café caters to the local community, our family beverage-ware company is international. One day, we might be doing business with someone who is next door, while the next day, we could be working with someone across the globe,” says Kitty.
“One of the things we always have to be mindful of is that we conduct the same level of service no matter where our customers are. Our customer service quality is the same regardless, and this is what we expect when we deal with others’ businesses. The way that companies characterize their customer service means a great deal to me, and their level of sincerity, not puffery, is what stands out when I read web sites and other sales pieces. It’s what leads me to deciding if the company is one that I want to do business with.”
Taking an Extra Step
Even if your written content is tightly-focused and engaging, it may not be enough to give the sense that you understand your customers’ needs. Go beyond and business speak. Since it’s customary that people prefer to do business with someone they know and trust, allow your web site, sales letters, brochures, and print ads to solidify your willingness and ability to conduct businesses with global customers. For instance, if you’re thinking of introducing a product to an international market, before you “go live,” do a little research to get the feel for the overall attitude the market has about a similar product currently being used. Find out as much as you can about your markets buying habits. This helps you adapt your product accordingly, and it gets you well-prepared for any customer service issues later on.
Don’t readily assume that your product will have the same usage in an overseas market as it does in your local region. Recently, a colleague whose home country is Korea shared with me that convenience-type beverages, like instant tea and coffees, are not used as frequently in Korean homes as they are in American homes. He says such items are perceived as “short-cuts” and “lazy-aids” and send the message that one doesn’t care about presentation or creating the ambiance which is customarily associated with enjoying a cup of aromatic tea—even though the instant beverage may be well-liked and more convenient!
Choosing Images That Connect
When it comes to communicating to international audiences, images take on a bigger role of adding meaning to your words. It’s important that you choose images that connect without stereotyping. High quality stock images are relatively easy and cheap to find over the Web, but before you select one, make sure your choice adds relevance and that the meaning won’t be misinterpreted in a negative way. For example, a home business owner who specializes in designing one-of-a-kind cell phone carrying cases should choose to illustrate her products being used by a group of individuals in one setting rather than using an image that shows a single individual, as some Asian cultures prefer to think of themselves as part of a collective group and tend to stay away from things that make them stand out from others.
A large part of your ability to connect with international audiences involves your comfort level. Of course, the more you learn about doing business with other cultures the more at ease you’ll feel. While the Internet is a viable resource, don’t overlook others that can help you develop a well-rounded picture. For example, travel brochures and guide booklets are ideal for getting up to speed about what type of promotional content is appropriate and how it is used and structured. The images are generally current and high quality, so you are able to get an accurate account of the physical surroundings which you can make reference to in your own promotional materials.
Trade shows are another option, because they enable you to see your competitors as well as your potential customers face-to-face. Fiction books and foreign films are good sources, too, because they provide insight into how people behave in common situations, allowing you to get a sense of what types of gestures and phrases are used. HBM
Sonya Carmichael Jones is a copywriter and marketer who specializes in creating marketing materials for small businesses. Sign up for a free marketing tips newsletter at www.writeface.com
Previously published in the June 2006 issue of HOME BUSINESS® Magazine, an international publication for the growing and dynamic home-based market. Available on newsstands, in bookstores and chain stores, and via subscriptions ($15.00 for 1 year, six issues). Visit www.homebusinessmag.com
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