Copywriting for international audiences is more complicated than you might think at first. Advertising and marketing copy depends on culturally and linguistically-specific factors to motivate the audience to act. For example, clever wordplay is challenging to translate, as is humour.
These factors can make it more difficult for international businesses to sell to customers on a global scale. But it doesn’t have to be that way. Here are eight truths about copywriting for international audiences to increase your odds of success.
Copy is more appealing when it’s in your customers’ native language.
So, make sure your company’s content is available in that language. Yes, that sounds basic. However, since so many people around the world speak at least some English, you could be forgiven for thinking it’s okay to cut corners and write in English for your international audience.
However, research shows that people are more likely to buy products when product information is available in their native language, even if they speak English as well.
There’s no such thing as an “international audience.”
Instead, there are international audiences, plural. Each target market is its own audience requiring a custom approach.
Always be researching.
Research is the foundation of almost all successful marketing and advertising campaigns. However, you can’t assume that the research you did before you came up with your original campaign will carry over to new markets. Here are some sample questions to answer before you even begin:
- Will your product appeal to the same age groups and personas?
- Are the demographics the same?
- Will customers in your new target market consume the same types of media?
Also, it’s essential to understand how your target customers talk. That means you need to know not just what language they speak, but what dialect? Do they speak formally or informally? What about slang? Read more