How Well Does Your Marketing Message Translate?

You don’t have to look at the results of the 2000 U.S. Census to see how diverse our population is becoming. Just look around you. The complexion of your workplace, your marketplace, and the street where you live is changing, and for most industries, a targeted audience will include non-native English speakers. As more people from other countries move to and settle in America, the greater the need is for all of us to widen our definition and understanding of culture.

According to the American Immigration Law Foundation, U.S. Census results demonstrate that immigration has become an “engine of growth” in U.S. metropolitan areas. “[Policymakers] should keep in mind a simple truth embraced by officials in states from Iowa to Utah and in cities from Albuquerque to Boston: immigration is a key source of long-term economic vitality….”

So what does this mean for you and your business? It means that communicating with your audience will most likely require a greater understanding of different cultures and their respective languages. The English language is one of the hardest to learn, and when native English speakers write it, they naturally use idioms particular to their language. This works well in many circumstances, but when your audience includes members of other cultures, it is easy to miss the mark of understanding.

Writing for a Diverse Audience

When writing for a diverse audience, write your first draft quickly and without editing so you can get your ideas or teaching points down on paper. Don’t be too concerned about how you’re writing looks or sounds. Once you have your ideas on paper, begin to massage the language. Look at what you’re saying and ask yourself this about each sentence: If I were explaining this to a person who had recently immigrated to this country, would he or she understand what I am saying?

Put yourself in the shoes of someone who has very little, or no, knowledge of the subject, and from that standpoint, look at what you have written. Look at the phrases you have used. Does their meaning translate, or would they be understood only by a native English speaker? (In fact, “put yourself in the shoes of” in the first sentence in this paragraph is a good example of a common but abstract idiom.)

Tell a story. Many cultures use storytelling as a method for teaching and passing down information. Storytelling appeals to most audiences, and we remember best through stories because they provide a concrete image of the abstract.

Tips for Cross-cultural Communication

Speaking the same language can enhance communication between cultures, but for it to be most effective, it must also include a shared understanding in a shared context. When communicating between cultures, it is important to consider the linguistic variations within the cultural group, the cultural variation within a language group, and the variations in literacy levels. (Variation in literacy levels also applies to native English speakers since 90 million Americans have low literacy skills.)

When communicating with other cultures, keep the following in mind:

• Identify your own cultural values first. Recognize your cultural biases (we all have them), and think about your own attitudes.
• Show respect, and listen carefully.
• Ask, don’t assume. Allow people to show you what they want and need to know.
• Keep in mind that people learn in very different ways—our experiences, upbringing, and environment influence how we perceive and process information.

Effective cross-cultural communication is a continual process. As you learn about the different audiences you serve, look for the strengths—obvious and hidden—that exist in their cultures. You just may find that what you thought was a communication liability is actually an asset.

Please feel free to forward this article as long as you keep author byline information intact. No portion of this article may be copied, reproduced or altered in any way without express permission from author.