Don’t Cripple Export Opportunities by Using “American” Language
October 19th, 2007 Filed under: Uncategorized — Advertising AuthorGiven the relationship of the US Dollar to almost every other currency, export opportunities for US businesses have not been this good since the 1950′s. The weak US Dollar makes virtually every American made product or service more attractive to a global market. Yet the chance of failure in those efforts looms for many reasons, not the least of which is American arrogance in language.
The famous Irish dramatist George Bernard Shaw once said: “England and America are two countries separated by a common language.” Add these countries to the list of “separated” from America: Australia, New Zealand, Ireland, and Canada, just to name a few of the many “English speaking” countries throughout the world…and that’s not counting the countries where English is the key second language. While the principal language in the US is called “English,” it would more appropriately be referred to “the American Dialect of the English Language.” Because the title is too long, and because adaptation of the language to American society has been centuries in the making, it is still called “English.”
Why is that important to American businesses that want to export? Simply put, you want to create the impression that your company is a capable of doing business globally. The problem is that most United States producers do not know how to communicate well with the global marketplace, and that is compounded by that perception that Americans, regardless of the field, are arrogant. (One small piece of it is that the US is the only major country in world to not be operating at least partially on the metric system.) Americans speak, write, and advertise in that distinct American dialect, and if American slang is used in advertising to be humorous for example, with the possible exception of some Canadians and American ex-patriots, the probability is that no one will understand the gag.
Here are three ways for you to help solve the problem: 1) Speak formally. When speaking to someone who has never lived in the United States, remember that it is most likely his or her English is based on the British (Oxford) version of the language. Speak slowly – not insultingly slow, but slower than you would with a lifelong American friend. If it seems the person to whom you are speaking understands everything you are saying without asking for clarification, bring the speed of your speech gradually back to normal. 2) When writing, change the language to “UK version” in your word processing program. It will look odd at first to see the word “color” spelled with a “u” or an extra “i” in the word “aluminum,” but you can get used to it. Perhaps the strangest difference in language is that “an organization” is already plural. Americans write, “The government is…” The global community will write, “The government are…” 3) Think metric. For example, if you make pumps, your US measures are gpm and psi, but your international measures are lpm and bar.
Communicating in the prospect’s version of English subtly shows him/her that you understand there is a difference between cultures and that you respect it. A customer who feels respected is a happy customer.
Roger D. Cornelius is a marketing communications consultant, author, and lecturer. His articles have appeared in magazines worldwide. His clientele include industrial companies, insurance, the fire service, real estate and finance. His latest e-book, How to Avoid Failure: Communications Strategies that Sell! is available through his website, http://www.Corneliuscom.com
