When Foreign Companies Write for English-Speaking Customers

A fellow blogger, whose first language is Spanish, recently shared the benefits of writing his personal blog in English. Among those benefits were reaching a larger (English-speaking) audience and accommodating search engines which prefer English. However, one of his reasons gave me pause: You get to practice English.

Practicing is a great thing to do on a personal blog. But when you are writing marketing copy for English-speaking customers, you do not want to practice. Here are three reasons:

1. When you make mistakes in standard English or colloquial English, native English speakers often infer that it will be difficult to communicate with your staff. Unfortunately, most native English speakers have only one language. They may prefer working with companies that are fluent in English.

2. Your English may be both standard and colloquial, but your marketing copy may mix up cultural and other clues. One off-shore copywriter described a service as “year round” that, in large parts of the US, would only be feasible in summer. Another off-shore copywriter unwittingly lauded a product that violated US electrical codes.

3. If your company is based in an English-speaking country, a struggle with standard English or colloquial English implies that it is based off-shore. Geography may be an issue with some of your customers; you need them to understand immediately that they are dealing with a local company.

Regardless of where your company is based, whether in the US or abroad, you should use a copywriter whose first language is the language of your customers. As a professional copywriter, I have helped many companies deliver a strong, culturally sensitive marketing message in standard and colloquial US English.

If the language of your customers is English, I can definitely help. Please contact me today.