European companies were the first to question the English they use for international audiences.
When Choice Is Forced On You
I have previously written about a large Swiss company formed through a merger of 3 different companies, using both American and British English and how they were looking for elusive instructions on how to write International English.
Many Europeans feel they need to follow British spelling when writing in English. The problem is that the differences in the English used in different countries go far beyond spelling.
The Challenges For International Professionals
International professionals have to adapt to a wide variety of different ways to speak English. Non-native English speakers have even more challenges. And British English can be particularly difficult for a non-native English speaker. One of the difficulties is the way the English use the word “should” when there is no conditional involved.
Yes, I know, to be exact I should say “English English”. There is also Scottish English, Welsh English, Irish English. Let’s just say it is about the spelling for simplicity.
Some International Brits Use American Spelling
The choice of which English to use is not only about facilitating communication with non-native English speakers. It is also about:
- Markets
- Where you sell your products and services
- Who needs to read your sales and marketing materials
Did you know that some international British companies choose to use American spelling in their sales and marketing materials?
When you think about it, it makes sense!
The business decision is an easy one when you want to reach American clients and sell products if your clients would be confused with British English.
Is American Spelling Best For All International Audiences?
You might think that the obvious choice is to adapt American English for international markets.
This is often the best choice in the markets I work in where web marketing and American software is predominant. In some cases where you have a broad international audience American spelling can be an easy option.
The trouble for American companies is that they are in a very independent culture. They always think they are right. It is easy to assume that an American spelling means that their content is easy for non-native English speakers to understand.
What happens when American spelling implies a much stronger direct approach and you want to nurture relationships in a culture where this strong direct approach is inappropiate? What if British spelling is taught locally?
There are times when a British spelling might be a better choice.
Adopting International English
There may be no official or easy to follow guidelines for International English…
…and as I am writing this I can easily imagine an over confident American, who has spent a few years here and there, sit down to write them up and proclaim he has a universal standard…
…but it is not about the spelling. Whether you use British spelling or American spelling is not very important.
What is important is:
- Clarity and consistency in how you write
- Keeping it simple for everyone to understand
- The words you use
- How well you explain yourself
- The culture you convey
In addition to these good writing practices, there are also elements of good cross-cultural communication best practices that also apply to written communication.
There are two different ways to spell certain words in English: British English and American English. But when you look at the English language from a global perspective, there are endless ways of using the English language.
International English is not a new language. It is what happens when different cultures come together and communicate in English, in a way that is easiest to understand for everyone.
This is why, even if the American spelling may seem to dominate certain international markets, American companies should consider the need to use International English for better communication with their international audiences.
- Do you know of any companies using International English?
- Do you know of any companies that could benefit from using International English to reach wider international audiences?
- When do you think companies should use International English?
More on Internationalizing Your English:
- A Multicultural Writer Gets More International Readers?
- Adjust Your Own English Communication To Meet Other Language Levels
- Culture-Free Communication
- Customize Your Content For Different Cultures
- English For International Appeal
- Focus On Your Cultural Communication
- Global English To Avoid Miscommunication
- International English For Better Communication With Global Audiences
- Internationalize Your Own Communication
- Is International English In Your Future?
- Translation Friendly International English
- What Flavor Is Your English?
- What Is International English?
- Where To Learn How To Write International Or Global English
What you need to know about International English:
More in these Get International Clients Business Guides
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{ 2 comments… read them below or add one }
Cindy
Speaking as a native British English speaker I can say that if marketing to a British audience, I have definitely detected that some English people are offended by Americanisms. I sense that many English people rightly or wrongly see the American version of the language as a bastardisation of the original.
The way American’s use the English language is very different both in terms of vocabulary and the way that things are expressed. American language seems to pride itself on efficiency of language and communication, it is very direct whereas the British tend to pride themselves on use of a richer vocabulary (I think owing to age of the British culture and where we draw our language from) and perhaps actively seek to twist and ‘be clever’ with the language.
I think we have a long heritage in this. I suspect that because America has had to assimilate so many cultures so quickly using the common tongue of English, the efficiency and directness of the American tongue is a major feature in the two approaches.
I think American English is fine in a B2B environment and amongst more educated audiences, we’re used to it, but if we go to consumer markets, American English is unlikely to be as succesful as drawing directly on a prose that has been written by an English person… Unless of course we’re trying to sell America or something that is very American in it’s brand identity.
Having worked in US driven markets such as software, I have personally adopted a lot of Americanisms into my own natural speech and I fail to recognise that they are there. However friends frequently pick up on those Americanisms in my speech and frankly it doesn’t get a good reception – I can only really get away with it when working with people who have a similar background and who are more deeply engaged with the American tongue and language.
Julian Bradder´s last blog ..InfoPrint Solutions Company Launches InfoPrint Pro C900AFP Color Cutsheet Printer
Hi Julian,
Thank you for such a thoughtful response. You know, I think all cultural groups react in similar ways. But a pure Brit in the middle of an American town and he will get funny looks. When a man from southern France comes to Paris, he will hear more than a few comments on how he speaks.
I also think there is a much bigger generation factor today too… due to the web. I would expect these reactions to smooth out somewhat in time. Oh, I doubt they will disappear, but I do think things will me different in both the US and the UK when the oldest generations die off on both sides.
That’s off topic though – I do think International English is an option to consider for anyone who wants to do international. This gives companies a wider reach and the ability to decide where to localize their marketing first. It would also help to deal with language localizations costs. Most businesses need to adjust their marketing to fit local markets once they have real experience. This can double the cost if you jump in immediately.