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.

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