The World is Your Oyster
By Ron A. Welsh
Marketing's greatest growth potential is in the international arena. Copywriters, technical writers, web content writers and graphic designers play a vital role in global expansion. Whether you live in Darwin, Dallas, Dublin or Dubai, the world can be your marketplace.
Global markets require global marketers. Even though we are practically joined at the hip via the web, global marketing doesn't mean duplication of copy from one country another. Copy written for the U.S. market will more often than not sell little in other countries and vice versa because many U.S. terms could be misinterpreted. However, writing techniques derived and proven in the U.S, hold lessons that can be applied anywhere. Successful marketing comes down to careful selection and use of words specifically targeted for different cultures. In the case of global marketing, rather than competing in any single country, you are competing on a much larger stage.
Emerging World Economies
The scale of global selling is increasing every business day. The phenomenal growth of "emerging world economies" offers substantial opportunities for copywriters and graphic designers alike, no matter where you live.
In late 2004 The Economist identified 24 countries as "Emerging Markets." Factors used to analyze the best market potential were market size, growth rate, intensity, consumption capacity, commercial infrastructure, economic freedom, market receptivity and country risk.
The survey's results revealed Hong Kong, Singapore, South Korea, China, Israel, Hungary, the Czech Republic and India as the top eight developing countries. Going hand-in-hand with emerging economies is the need for copy writing skills in both native languages and English, the international business language. While many people correspond well enough in English to get a basic message across, they often need help to pen professional copy to sell their goods or services in world markets.
Global expansion and emerging world economies mean foreign language (non-English speaking) marketers are now, more than any time in history, trying to enter markets where English is the predominant language (US, UK, Australia). The need for professional copy writing and graphic design skills is evidenced by too many horrendous examples of websites, brochures, multi million dollar bids and business communications, all clearly created by someone with a poor command of English.
All markets are accessible to writers, but some more so than others. International writers specializing in direct response marketing and operating outside the U.S. face specific hurdles as they seek major U.S. clients. By not being "on the ground" to get a feel for the U.S. market clients, by not being in a position to track direct mail in order to study it and offer something better, international writers may be at a disadvantage.
If you are targeting clients in the international market rather than competing in the U.S. take note of what Becky Baker tells us, "I've been working as a copywriter in The Netherlands for the past eight years and I know for a fact there is plenty of work outside the U.S. Native English copywriters are in great demand here."
Tailor Your Message to Your Target Culture
When your target market, product and company have been sufficiently researched and your writing and graphic design skills have been applied, selling should be a breeze, however, the differences in cultures will also affect marketing impact in different countries. Adapt all your marketing copy to the host country's fundamental market values. You will increase consumer understanding, receptiveness and acceptance, creating a competitive advantage for your client.
The global market for every type of product or service includes diverse cultural values. These values stem from environmental and sociological factors learned in childhood, one very good reason why we should not expect everyone in the world to react or respond identically to any given marketing approach. What motivates people in one country may well do the exact opposite in others. Some nationalities prefer to be informed in an educational way about products and left to make their own decisions, while others are more easily "sold" via hot buttons that inflame feelings like envy, greed or the need for material things. Indeed, some cultures would be offended by the mere mention of making a fortune as the leading reason to buy. If they are offended, they may not read further. Few things are more annoying to a nationalist in any country than enticements to buy products, which contain references to a culture with which he does not identify.
Although millions of teenagers around the world wear the same brand-name clothing and footwear, listen to the same music and watch the same (albeit dubbed) television shows, the reasons they do so and the marketing that influenced their decisions to buy these goods and watch these shows were tailored to their cultures, i.e. U.S. teens who wear Nikes are likely to have been influenced more by Nike advertisements endorsed by U.S sports stars, while French Nike wearers were more likely enticed by the individualistic, "Just do it" slogan.
With a move toward more globalization, copy aimed at a culture other than one you know, requires extensive research before a word is written. Every possible negative nuance, dual meaning, ambiguity or colloquial expression must be eliminated before sales copy is introduced to your market.
There Is No Substitute for First-Hand Knowledge
While it's not always necessary to be in front of your client to win business, Becky Baker tells us "Many clients do want to meet you face to face initially, but once you have proven yourself as a dependable writer, they will usually be very loyal."
One thing you cannot do via the web is to completely know the "feel" of a country or its people. You won't fully understand the scope of cultural effects and situations without having been there to see with your own eyes. For example, you can never really appreciate overcrowding and poverty until you visit a place like Mumbai, India where severe poverty is endemic.
If you are trying to convey a message to reach the heart of an issue, i.e., a charity or a cause to reduce population growth, seeing the problems first hand will make a difference to what you write. The same idea applies to travel writers who must visit the places they write about to capture character and portray an accurate picture of the destination they are selling.
To capitalize on opportunities:
Be aware of growth areas that present the most market potential.
Research, research, research
Subscribe to niche newsletters
Find a good editor in your target country.
Retain the core values of your client's product, but adjust the message to suit the local market.
Do not try to be "all things to all people."
Concentrate your efforts on niche marketing. How many times have you seen the phase "write about things you know about?"
Wherever possible, go to the country you are attempting to capitalize on or specialize in and take the time to understand the culture and the people before writing for or about them.
The global market is enormous. In terms of opportunities the world is your oyster.
About the Author
About the Author
Ron Welsh, is a freelance commercial writer specializing in international marketing and the oilfield in particular. Ron has held regional management and marketing positions with Baker Hughes and Schlumberger and has lived in 10 countries and conducted business in over 50. His articles have been published in Freebird, www.freebird-zine.com Contact:mailto:raw@powerwriting.com Visit: www.rawpowerwriting.com