Major companies often write websites in the major languages of their international customers. For smaller companies, that option is too expensive, especially if they are unfamiliar with the primary languages of their readers.
Whatever your limitations, it is possible to write in English for customers who read English as a second language.The bonus? The following techniques also help your customers whose first language is English!
- Limit hypenation. It’s hard enough to understand a word like “fractionation” without hyphenating it as “fraction–ation.”
- Respect cultural differences. Others have as much pride in their heritage as you do in yours. Remember, even “football” has different meanings here and in Europe (where it refers to “soccer”). Humor is different; use humor cautiously. You should never ever mock an accent or entire group.
- Limit the use of synonyms for important ideas. Those who learn English as a second language often have trouble with synonyms: “chattels” seems to mean the same thing as “assets.” On the other hand, if you switch from “assets” to “property” to “effects” to “estate,” any reader might suppose you are writing about four different items.
- Use short sentences and paragraphs. Short sentences and paragraphs give readers time to understand one idea before moving on to the next. Sentences should stay under 24 words and paragraphs should keep to 5 sentences maximum.Breaking up text with bullets, numbered lists, and subtitles also helps.
- Choose the simplest word. In Item 3 above, I originally wrote “important concepts” before choosing “important ideas.” The words mean the same in this case, but “ideas” requires less knowledge of English.I stayed with “synonyms,” however, because the synonyms for “synonym” are even more difficult.
- Pay attention to grammar and spelling. I was once asked by colleagues from China why English needed the articles “a,” “an,” and “the.” I offered this reason: English has many words that sound exactly the same as nouns and verbs. The articles help alert us to the difference (startup and start up, vent and vent, run and run, and so on). Correct grammar and spelling help understanding.
- Do not mix abbreviations and expressions from other languages. Someone struggling with English is thrown off by a sudden switch to Latin (etc., e.g.) or French (c’est la vie, c’est chic). Use “and so on,” “for example,” “that’s life,” or “it’s stylish,” at least the first time.
- Define acronyms. You are sure you know what FDA means–Food and Drug Administration. But it is also the abbreviation for Fuji Dream Airlines of Japan, the Forest Development Agency in India, and many other companies and ideas.
If you follow these seven rules, your marketing writing will become clearer for customers who read English as a second language–and for all your customers. Need help with clear, accurate, concise, and creative writing? Please contact me at TWP Marketing & Technical Communications.