20 Feb How to Successfully Write for a Global Audience

Want to get noticed around the world? Here are my 13 dos and don’ts when writing for a global audience of international clients.

Written by Daniela Cavalletti

8 min read

I’ve just come back from visiting an international mix of clients, family and friends in Europe. I spent most of my time in The Hague (with my business-life coach husband’s lively family), and near Hamburg (with my equally spirited side of the clan). Add to that the meetings with clients and team members dotted across Europe – and it seemed we had most of the United Nations’ nationalities covered during our chats!

What struck me was just how many people do speak impeccable English – but how many misunderstandings or small meaning-muddles could still happen if we weren’t careful.

Mind Your Words When Writing for a Global Audience

Up to at least an estimated 1.5 billion people speak English as a first or second language. That’s an impressive 20% of the world-population.

English also has become the lingua franca – the adopted common language – of the international business world. With non-native English speakers being in the majority, it’s important to find a common, clear ground of communicating. There are many cultural, linguistic and stylistic pitfalls you’ll stumble upon when you’re writing for a global audience. Be it for your marketing or business pitches: you don’t want to confuse, insult or overwhelm your reader.

Expert Advice for Creating Written Content for Global Audiences

I’m originally a non-native English speaker myself. In the early days of perfecting my English I sometimes got frustrated with texts that didn’t take into account that their readers might come from a different country, experience and reference points than their respective author.

And I still see it today: many native English-language writers struggle to communicate and connect effectively with their readers and clients whose first language is not English.

With an international clientele and our multi-cultural team we are used to writing for international audiences. I’ve collected our wordsmiths’ 13 hot tips for creating written content for your marketing and business that your global audience will understand, connect with and act upon.

#1. Time Zones + Seasons

Where is the bulk of your targeted readership based? Are these people in a similar time zone to you – or halfway around the world wearing shorts while you’re up to your neck in snow? Be aware of not just what you write about (no point trying to sell your Aussie bikinis to some shivering Swedes for Christmas), but also when you post or email your content. You want to catch your readers at ideal times, not just anytime.

#2. Cultural Differences + Providing Context

What exists in your country may not exist in another, or it could go by a very different name indeed.

• ‘Thongs’ have a very different meaning in Australia and the UK. Crisps and chips may or may not be the same potato snack, depending which countries you are talking to. Runners, sneakers, trainers: what’s it to your sporty audience? The list goes on …
• If you live in Germany, 112 is the number you’d dial in case of an emergency. But in Australia 112 only works on mobiles, and landlines require 000. If you live in the U.K., the number is 999; 911 in the USA, and so on. In technical documents or emergency instructions addressing an international readership, you can either use a table of emergency numbers, or a general term such as “call the police,” or “ring your national emergency service”, depending on the context.
• Common things we use daily like school grades and levels, political parties’ leanings, greetings, etc., vary greatly between countries. Best to provide some context and explanation were the meaning could be unclear. Having grown up in Germany, I’ll never get my head around the Australian school grades for example – it always requires some looking up (why ‘kindergarten’ is a school level beats me). So for me to ‘get’ that ‘year 7’ is not 10-year-olds as I’m used to, I’d need an explanation like “the 7th grade class (12-13 year-old pupils) …”

#3. Phone Number Formats

A common mistake is to write for and pitch or sell to a global audience … and then muck up your contact details and your excited punter cannot contact you. Always include the country code in your phone numbers and offer alternatives to free-call numbers (they don’t work from overseas). Add your country to your address (on your pitch, website or other place you link to for your contact details or call to action). Ah, and don’t forget your email address and social media accounts, as appropriate. Cheap, easy ways of getting in touch and learning more about you and your business to boot.

#4. You Say Trillion, I Say Billion

Billion, trillion, gazillion … which one is it? Anything larger than a million, and it’s getting ambiguous. In the USA, a billion is 1,000 x 1 million, while in Europe a billion is 1 million x 1 million (which, in turn is a US trillion). Confused? Check out this handy numbers guide.

#5. Metric vs. Imperial Units

Officially, worldwide only three countries don’t use the metric system (yup, including the U.S. of A.). But even in countries where the change from imperial to metric has been made, you might find a large portion of the population still being more familiar with the imperial system. So instead of, e.g., using only kilogram when talking about a person’s weight, also give that weight in stones and pounds in the UK. In recipes also targeting the USA, you may want to list gram as well as ounce measurements.

#6. Specify Your Currency

The dollar is the most common culprit for confusion here – use AUD, CAD and USD to clearly differentiate the currencies of Australia, Canada and the USA. But there are many more countries that use ‘dollar’ and ‘cents’ for their many different currencies, so make sure you’re crystal clear in your writing as to which one you’re referring to.

#7. Jargon, Terminology + Glossary

All good writing needs to be clear and as jargon-free as possible. But when writing for a global audience of different backgrounds and levels of language-comprehension, defining terms clearly and using them consistently is even more important. If you cannot avoid a lot of specific terms as they are necessary for your piece of writing, consider creating a handy glossary your international reader can refer to.

#8. Don’t Be So Negative

Negative constructions can not only be a downer, they can be downright confusing to the non-native reader. I had a good lesson of that when I left a glowing online review for a great place I recently stayed at in Germany. A local relative went to book this much-praised place … and was surprised that I had seemingly left a very bad review. I had said “I cannot recommend Tim highly enough” – but he only saw ‘cannot recommend’. Lesson learned (and confusion cleared up: Stephan booked with Tim to have a great stay).

#9. Guide Your Reader

Again, you should always keep this in mind when writing anything, not just for a global audience. But this tip becomes even more important to ensure understanding. Break up your text with lists, bullet points and subheads. Make it easy for your reader to know what to expect and to do. Like I‘ve been doing right here.

#10. Use Your Active Voice

In some cultures an active voice can be seen as rude. A passive voice suits the more formal Japanese sensibilities much better, for example. But using an active voice in your writing for global audiences is far less confusing or ambiguous than getting stuck in the passive. “Press this button before…” is much clearer than “This button must be pressed before commencing …”.

#11. Tone Down Slang + Colloquialisms

Using informal and country- or culture-specific words and phrases can add colour and life to your written pieces. But beware of peppering your writing for a global audience with too many informal words your reader on the other side of the world might not understand, even with context provided by you.

#12. Simple, Short Sentences

The simpler your sentence, the easier it is to understand. Ideally, avoid using more than a maximum of 15-20 words in any sentence you write. But don’t kill your style for the sake of super-simplicity. Plain English is good, but eloquent writing has its place.

#13. Translation vs. Transcreation

Now, in some cases you will want to write your piece in English but then have it translated into a number of languages. Either because your intended readership is not fluent enough in English, or to ensure you’re seen as native. Beware of simply translating a piece: you won’t hit the correct cultural tone – and might even insult your readers. Puma angered a whole nation by putting the U.A.E. national flag on footwear. While (my beloved childhood sweets!) company Haribo, transcreated their catchy jingle “Haribo macht Kinder froh, und Erwachsene ebenso!” successfully into the English “Kids and grown-ups love it so, the happy world of Haribo!” Which rolls a lot better off the tongue (and makes you feel all cheerful) than the literally translated “Haribo makes children happy, and grownups too” (yawn…).

Add Colour, Don’t Be Bland … Have Fun!

The right mix of straightforward written content and consideration for cultural differences will greatly improve your global marketing and business success.

The Haribo example shows that while being aware of the different needs and cultures of your audience you can still have pep in your writing. The same is true for tailoring your English writing for a global audience to equally be understood and engaged with it in Athens, Ontario and Mombasa.   

Be aware, but don’t be boring.

Are you looking to communicate effectively around the world, in English? You’ve come to the right place. At Cavalletti Communications we specialise in providing international businesses with intelligent global marketing and business communications. Written content, tailored to your audience – from articles, newsletters and reports to websites, blogs and beyond. Get in touch or book a meeting now.