How to Write to an International Business Audience

(Issue 25: February, 2010) by Mary Cullen

I Write to Many Areas of the World in My Work.
How do I Shape Documents to Match Differing Standards?

Some Examples:

• In the United States, we are more overt and direct in our business writing style. Therefore, it's very possible to seem blunt, or even rude, when writing to another culture where reserve is customary. Conversely, American business writers can miss subtle cues in documents from non-American writers. In the United Kingdom, the common business phrase, "It would be fine if you..." really means "I want you to do this..." in American diction.
  
  
• An astute client pointed out that a business letter to a government official in Angola, under Portuguese customs, would require a very diplomatic conclusion with specific and polite language.
  
  
• Even punctuation shifts regionally. UK business letters customarily do not use a period after a title in the salutation, as is done in the US. (That standard is evolving, though, as business letters adopt a more global format.)
  
  

How can business writers remember all distinctions? In truth, it would be very challenging to know all cultural considerations, just as it is challenging to stay perfectly current with evolving business writing best practices. There are simply too many global considerations and standards change too fast. It is not productive to try to master all cultural writing variances.

Instead, focus on process. The six-step writing process you learned in your business writing course with Instructional Solutions will never fail you. The very first consideration for every business document (whether it is a report, email, business letter, proposal, intranet message, or marketing brochure), is audience focus.

• Is there more than one person?
• What does this person know, and not know, about my subject?
• Will my audience likely be receptive or unreceptive to my message?
• Is my audience part of my culture and region? If not, what business writing practices are customary to my audience's region?
  
  

Audience focus applies to regional/international considerations, also. You must understand, and envision, your audience to properly shape content. Starting with this first step will naturally ensure you match international perspectives.

TIPS

• If you do not know the customs of a region, you will need to research formats and tone. Or, simply match the tone and format of documents sent to you. A Google search will also provide models:
• Writing for a Chinese Business Audience
• Writing for an Indian Business Audience
• Writing for a North American Audience (from a non-North American Perspective)

• Write shorter sentences, and choose verbs with singular meaning. "Which variety of plant do you prefer?" is more clear than "Which kind of plant do you prefer?"
  
  
• Avoid slang and vernacular phrases. "We'll need to come up with three alternatives." "Come up with is American vernacular, and likely confusing to an international audience.
  
  

To ensure your documents are always well received, follow the six-step business writing process outlined in your business writing course. When writing internationally, enhance respectful tone. Use a formal salutation and a formal close. Use appropriate titles. Follow easily absorbed writing structure and aim for clarity.

Audience focus, relevant content, clarity, and respectful tone is the common language of business writing.

Error: Hunt and Correct

This paragraph contains an error. Find and correct it. 

Year-end accounting review begins November 15. Last year, Sammy Alden looked at our books and came up with some terrific savings, after seeing some waste. Should we book Sammy for another review?

The answer is here.

 

 

 

Business Writing Tips for Personality and Professionalism

(Issue 19: June, 2009) by Mary Cullen

"Where is the line between personality and professionalism in business communication? How much of our persona should come through our documents?"

I hear this question often in classes. "Transparency" is a commonly bantered-about term, but not easily defined. And, we do want to maintain professionalism. 

Here is an actual TMI (too much information) example, sent via Instant Message as part of an internal project team discussion. (This was sent by a female senior marketing manager to her team, comprised of men and women, in the US and abroad, some of whom she knew well and some she had never met):

This fails badly because:

• It was irrelevant to the work discussion.

• "Booty" isn't an appropriate topic to chat up with business colleagues, unless they are also your very close friends, and even then shouldn't be put in writing.

• Wider audience matters, including international perception. This woman works in a very casual satellite office located in the western US, where communication norms are more relaxed than other areas. It's possible (but unlikely) that this extremely relaxed banter is acceptable within her local, small work group, but we need to keep focus on our wider audience as well. An older businessman from Asia (her boss) sent this example to me because he viewed it as extremely unprofessional.

How then, can we be authentic and transparent, but not bleed all over our audience?


Business communication is not about broadcasting, it's about connection. I do not advocate self-censorship of personality, beliefs and way of being, but I do believe we must frame our message so our readers can hear it.

Sometimes, we need to convey difficult information. If we shape it so the audience understands rationales and impact, and our language and tenor are trustworthy, the message connects.

Years back, business people hid behind archaic, business-speak writing to sound professional and "in-the-know." With information overload and communication channels increasing exponentially, the goal is now always clarity:

• If you make a mistake, it's good business and good communication to apologize. (Tips to write a business apology letter.)

• If a colleague encounters a job loss, do reach out and extend your condolences. (Tips to write a condolence letter for a job loss.)

• Write to express, not to impress (Tips to eliminate jargon.)

• Let your tone exude your personality. If you are earnest, let that ring in your documents. If you are quick-witted, show this in your writing.

Too often in business, we forget it's really a human to human connection occurring. It is good business to bring our authentic selves to a mutual meeting place with our audience so we hear each other, so sales are made, skills gained, businesses grow and perspectives widen.

If you are ever in doubt about how much to reveal, just envision your audience. Ask yourself if the content and tone are appropriate and needed by this particular audience. Let that be your guide, and you'll always hit the balance of professionalism and authenticity.