12.18.07
Marketing – Are you speaking the right language?
One mistake that is frequently made is using the same language marketing materials for different countries. Not only are there questions of differing tastes (colors, presentation styles, etc) that differ from country to country, but there are also differences in language usage. Consider the variations in English language usage from the UK to the US to Australia to India. Some words appear comical used in different contexts– “bloody” in the US refers only to blood whereas in the UK it may be mildly impolite in some circles and in Australia a word for emphasis with no particular meaning. As an Australian diplomat remarked to me “Just because we’re both speaking English, doesn’t mean we are speaking the same language.”
The same applies in other languages. Spanish usage from Mexico to Colombia to Argentina to Spain has many colloquial differences. Words that are quite acceptable in Mexico or Spain may be swear words in Argentina. There are also differences in style. When I was in Spain, Chile and El Salvador,we would get texts of demarches (formal documents requesting support for US positions) that were translated in Washington generally by linguists from Central America. I routinely asked my locally hired staff to review the document for accuracy and we often made changes to the text to reflect local style and vocabulary.
My tip for the day: Resist the temptation to use the same marketing materials from country to country. If you are making a serious foray into the market, spend the time to have a professional from the target market look at your materials, AND listen to their suggestions.
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