When it comes to expanding your business to a global audience, it’s important to remember that cultural differences can play a big role in how your brand is perceived.
Let’s face it, as much as we all like to think we’re the same, we’re not. So, in order to avoid any major cultural blunders, one of the most important ways to connect with a global audience is through your compelling copy and content writing. In order to effectively translate your brand across cultures and connect with a global audience through your copy and content writing, it is crucial to keep in mind the following tips.
…Or else, you might end up selling ice to Inuit or offering a handshake to a person from a culture that bows instead.
Cultural differences in an international audience
First, it is essential to understand cultural differences before adapting your copy and content. This includes differences in language, customs, and values. Research the culture you are targeting and make note of any key cultural differences that may impact your content and writing style. This will give you a deeper understanding of the culture and help you avoid any cultural faux pas.
Your research should focus on:
Language
One of the most obvious ways to spot cultural differences is through language. Different cultures use different languages, and even within a language, there may be regional variations and dialects. This can make it difficult to communicate effectively, so it’s important to be aware of these differences and use appropriate language when communicating with an international audience.
…writing only in your own language?… not necessarily. Of course, you have a considerable advantage when you advertise in your mother tongue. However, you can also empathise with another culture through intensive research and empathy.
Customs
Customs and traditions can also vary greatly between cultures. For example, in some cultures, it is customary to bow when meeting someone, while in others it is customary to shake hands. In some cultures, it is considered polite to be direct and straightforward in communication, while in others it is considered more polite to be indirect and polite. Same in writing content. Some cultures might require a more conversational tone while others find it rather rude if you don’t apply a formal tone of voice.
Social norms
Social norms, refer to the unwritten rules and expectations that govern behaviour in a particular culture or society, such as the way people dress, how they interact with one another, and their attitudes towards punctuality, can also differ significantly between cultures. For example, in some cultures, it is considered more formal to wear a suit and tie, while in others it is considered more casual to wear traditional clothing.
Gender roles
Gender roles and expectations can also vary greatly between cultures. In some cultures, men and women have more defined roles and expectations placed upon them, while in others, these roles and expectations are more fluid. When you speak to your audiences through written content it is super important to be aware of this differences to not insult anyone by mistake.
Historical events and cultural references
Cultural references and historical events can also play a big role in shaping cultural differences and communication. For example, some cultures may have a strong attachment to their history, while others may be more focused on the present. Additionally, cultural references such as literature, art, and music can also differ greatly between cultures. Some cultures may have a strong literary tradition, while others may place more emphasis on visual arts. Being aware of these historical events and cultural references can help you to better understand the culture and tailor your communication and content accordingly.
By keeping these key points in mind, you can better understand cultural differences in an international audience and adapt your communication and content accordingly. This can help you to more effectively connect with and engage an international audience.
Does hiring a professional translator makes sense?
Consider first….
Native Speaker
Of course, one of the best practices for content strategy is to use a native speaker of the target language. A native speaker will have a deep understanding of the culture and language, and will be able to create content that is both accurate and culturally appropriate. Their own culture comes to them intuitively and they can even provide exuberant in-depth knowledge about your future customers.
Another option could be to hire a professional translator. While it may be tempting to use online translation tools, there is nothing like a true professional translator, who has a deep understanding of the language, and will be able to translate your message in a way that is both accurate and culturally appropriate. This will ensure that your message is not lost in direct translation and that it connects with the target audience in the way you intended.
But also….
Experienced copywriter speaking multiple languages
In some cases experienced copywriter might not be native speaker but speaks the target language as a second language or have lived themselves in the targeted countries.
These copywriters bring a unique perspective, having lived and experienced different cultures and customs, which can lead to messaging that is not only effective, but relatable and tailored to your specific target audience. They have a good overview of different cultures and habits which give them the ability to create marketing strategies that resonate with their target market. Additionally, they must have a high level of proficiency in the language, ensuring that all copy produced is polished and error-free.
In summary, a copywriter’s ability to effectively communicate your message to your target audience should be the most important factor when making a hiring decision, and a copywriter who is not a native speaker of the target language can be a great option for your business.
By CopynBrand, I, Clara bring a wealth of experience and deep understanding of cultural nuances to my work. Fluent in English, German (my native language), and French, my unique perspective comes from having lived and worked in various countries. My expertise in the German-speaking market is unmatched, and my knowledge of the specifics of countries like Belgium and France, makes me the perfect choice for effectively communicating your message to your target audience in these different markets. Don’t hesitate to contact me today to see how I can help your business succeed.
The difference between local audiences and global audiences
Local and global markets can differ significantly in their content strategy. In a local market, the focus is often on building relationships and connecting with the community. This means that the content should be tailored to the specific needs and interests of the local audience. For example, a local restaurant may focus on promoting their daily specials and events, while a local clothing store may focus on showcasing their latest fashion trends.
On the other hand, in a global market, the focus is often on building brand awareness and reaching a wider audience. The content should be more generic and less specific to a particular location or culture. For example, a global clothing brand may focus on promoting their latest collection and the quality of their materials, while a global technology company may focus on promoting their latest products and the benefits they offer.
Global content strategy vs. local content strategy
In addition, global markets often require localization of the content to adapt to different languages and cultural nuances. This includes translation, cultural adaptation and localization of imagery and visuals. This is crucial to ensure that the content resonates with the target audience and effectively communicates the brand message across different cultures.
Not sure to be on point? – Test your content beforehand
Are you afraid that your blog post will be a flop and you will lose credibility?…
Then test your content before launching it globally. Test it with a small group of people from in your target markets. Their feedback will give you an idea of how your message is being received and allows you to make any necessary adjustments. This will ensure that your message resonates with the target audience and that it effectively communicates your brand across cultures and international audiences.
Conclusion
In conclusion, translating your brand across cultures and adapting your copy and content writing for a global audience requires a deep understanding of cultural differences, professional translation, mindfulness of idioms and colloquialism, usage of visuals and testing your content. By following these tips, you can effectively translate your brand across cultures and connect with a global audience through your copy and content writing.
Ready to take your brand global? Contact CopynBrand, today to see how I can help you adapt your copy and content writing for different cultural audiences. Let’s make sure your message is understood and resonates with your target market!