Chapter 13

Using English as the Global Language of Business

In This Chapter

Communicating with other cultures

Writing emails and letters to non-native English speakers

Adjusting your online presence for international audiences

English is the language of international business and shows every sign of remaining so for the predictable future. But that is very far from meaning that other countries have adopted British or American culture, values, and ways of doing business.

People of other nationalities don’t think like you, even if they speak and write in your language – and even if they love American movies or British pop stars.

Business protocols and expectations differ. If you reach out to someone in another country in hope of doing business, you’re more likely to succeed if you act knowledgably and with respect for their conventions and values. Heedless writing produces messages that they may misunderstand or even find insulting.

While the body of advice on communicating across cultures face-to-face is growing, relatively little of a practical or country-specific nature has been written about international writing. I sought out direct sources, generous-minded people willing to consider how cultural differences affect written language. Some of these contributors are corporate communicators, others are business people, journalists, or advisors who help new ventures connect with the countries where they’ve lived. A few are For Dummies authors! I share this collected advice in Chapter 14.

In this chapter, with the help of these contributors, I present some general guidelines for writing to people whose native language is not English.

Considering Native English in All Its Flavors

Before looking into the details of international English speakers, a note on the varieties of ‘native English’ – people grow up speaking English in Great Britain, the United States, Canada, Australia and New Zealand.

Significant differences obviously exist between spoken and written English in the Old and New Worlds. The ocean in between generated quite a lot of them over time. And the oceans between England, Australia and New Zealand fostered other sets of differences. But for practical reasons, I’ll refer to two general categories of English, British and American, the latter including the U.S. and Canada, which differ minimally.

Some variations are obvious, such as various spellings and grammatical conventions that an American reading a British newspaper notices, and the reverse. More subtle are the many idioms that separate the two main styles of English, the language of American and British people.

However, writing good global English requires that you eliminate as many idiomatic expressions as possible anyway. There’s no real reason for an American to adopt British spelling and expressions when writing for business purposes, nor do British speakers need to adopt American habits.

Actually, one major exception to this rule exists.

British English is customarily more formal than American. People in countries that use British English generally don’t care if you write honourable or honorable, sympathise or sympathize, but they may well care about the degree of formality with which you write. Countries inclined to British English prefer that formality – and except for America, so do most countries that use American English.

Reflecting American culture, psychology and interpersonal patterns, American English is probably the most informal language in the world. Surprise! The entire rest of the globe doesn’t necessarily appreciate that quality. People who deal with Americans a lot are often used to the informality, and certainly many younger people relate to it. But when you don’t know either to be the case, your messages should err on the side of formality in order to be taken seriously.

Whilst British culture is changing, the British are still typically more reserved than Americans, less likely to wear their hearts on their sleeves, share feelings with new acquaintances, or bring up personal subjects. They’re unlikely to start off on a first name basis with people they don’t know and less likely to approach strangers. They value good manners more highly and pay more attention to hierarchy, origins, and titles. Overall, they communicate – in person and in writing – more carefully.

I realize that British people may dispute the characterization, especially because interactions are becoming less formal, in particular for the younger generation. But my point is that when you don’t know the culture, age or disposition of your audience you’re better off acting – and writing – in the British way!

At the same time, people in many non-English countries value relationships as a preamble to conducting business which most Americans are unaware of. They want to know who you are, who you know, and whether you can be trusted before considering a business arrangement, however beneficial the prospect.

Relationship building can take time. And it often requires your personal presence. You can make initial contact through emails, letters, phone calls, or even fax, depending on the country, but you need to show up, build relationships, and negotiate face to face. Invariably demonstrate respect, especially in regard to the variations in the way different people communicate. When people write to you in English you consider imperfect, stiff or overly formal, remember to feel fortunate that they are troubling to respond or reach out to you.

Adapting Your Writing for Global English

Years back I was in Paris and found myself sitting next to another tourist, a Russian, outside the Louvre. We were both waiting for friends and to pass the time we talked – both using primitive French learned in school. As two non-French people with small vocabularies, we understood each other perfectly. Much better than when either of us conversed with French speakers.

The idea applies to written language as well as spoken. No matter what their native tongue, most readers who speak English as a second (or third or fourth) language do so in the same basic way. Therefore you can use some general guidelines to ensure being understood.

However, as I stress throughout this book, always know as much about your audience as possible. If you’re writing to a highly placed multi-language sophisticate, the following global English rules do not apply. You don’t want to sound condescending.

The rules do apply, however, when you write to any individual or group whose English language skills are not highly developed. Organizations that communicate with relatively uneducated employee groups and non-native English speakers follow similar guidelines. These ground rules are also useful when preparing material for translation. In fact, keep in mind that your readers may look up words as they go along.

To write global English:

Use short, simple, basic sentences. Avoid multi-clause structures.

Keep paragraphs short so there is plenty of breathing space between them. Dense pages look difficult to read.

Avoid contractions. For example, write do not rather than don’t.

Keep to short basic words, but bear in mind that many short words in English have multiple meanings and may be used as nouns as well as verbs. Run, for example, can be either. Look has a number of meanings.

Omit idioms, slang and colloquialisms that overseas readers are unlikely to understand. These words and phrases are rampant in written and spoken English, so develop an awareness of those you tend to use and find substitute wording.

Avoid most metaphors, especially those based on sports that other countries don’t understand and don’t find interesting – for example, baseball and cricket.

Avoid passive tense and indirect phrasing as much as possible. ‘Our legal office prepared the contract’ is better than ‘The contract has been prepared by our legal office.’ See Chapter 5 for more advice on active phrasing.

Minimize ‘stately’ words such as those that end in –ion and –ment, which produce awkward wordy constructions. For example, ‘The accomplishment of the building’s construction is planned for June’ is better said as, ‘We plan to finish the building in June.’

Don’t abbreviate words, including abbreviations borrowed from texting. Readers may not understand and/or like them.

Don’t use buzzwords and intra-company or industry insider acronyms and language.

Don’t expect to transform your writing for global understanding on a first-draft basis. Plan to edit, edit, edit. Look for shorter words to substitute for long or ambiguous ones. Eliminate all unnecessary words and repeated thoughts. See whether you can simplify with more careful punctuation; more commas than you ordinarily use may help clarify meaning. Simply worded subheads can be very helpful. Proof scrupulously – an error your reader notices costs you heavily.

Adopting the right mindset goes a long way, but some of the preceding guidelines are easier to recommend than implement. You have to work harder than usual to make reading your messages as easy as possible for non-native English speakers. Becoming conscious of culture-specific idioms is a special challenge. Reread everything to look for this kind of ‘insider’ language. Enlist colleagues or friends in the editing process.

And almost universally: Do not employ humor. ‘Funny’ is open to cultural interpretation. You risk not only being misinterpreted but may come across as insulting. In particular, never make a joke at someone else’s expense. Self-deprecating humor may be acceptable but may also present you in a bad light.

Writing Messages to Send ‘Round the World’

Thanks to modern technology and communication systems, as well as an increasingly global outlook, setting up business arrangements with other countries is within the grasp of even small companies today. But a lot more is involved than writing English-language messages to other business people and pressing send.

It’s smart to do your homework and carefully adjust your writing. The following sections show you how.

Monitoring your assumptions

Begin writing for an international audience by becoming aware of your own assumptions about other cultures. For example, as an American, you may love your work and think about it all the time. You probably check your email on the beach. But for many other people of the world, their jobs come second or even third. Family may be the main focus and leisure activities second. Work is seen as a way to support the more important parts of life. These deeply ingrained cultural norms can make a difference in how people interact with you.

Do your homework on practical matters as well as cultural. Scout the Internet, where you’ll find useful information on doing business in some countries, but not all. Try to find someone to talk to who knows the country well from a business perspective. For insights on other cultures and general business interaction check out the latest edition of the classic Kiss, Bow or Shake Hands by Terri Morrison and Wayne A. Conaway.

Aim to know the ‘normal’ working week and working hours for the country of choice – they are not the same worldwide. In most of the Middle East the working week is Sunday to Thursday. In hot countries there may be a three- or four-hour break mid-day so you may not reach anyone from noon to 4. In other countries, like Japan, important business is conducted after hours, in restaurants, and bars. Some countries, like France, more or less close up shop for vacation in August.

Another very basic piece of homework: countries don’t all rely on the same communication systems, so find out which media work best with the place you want to work with. Email or letters are not always suitable. If the postal system doesn’t function well, as in Mexico, letters may take a month or may never arrive. And not everyone in the world sits by his computer or smart phone waiting for emails and rushes to respond promptly. A telephone follow-up may be necessary.

Don’t assume that an email to the ‘wrong’ person will be forwarded to the right one. And in some places, a subordinate or other gatekeeper may not relay a message to a higher-up. Or vice-versa. Do your best to identify the right person and find out what you can about him or her, as well as the organization. Chinese businesspeople routinely do such research to a degree that astounds their counterparts and gives them a major advantage.

Even though English is the global business language, you are still better off approaching some countries and individuals through their own languages. Invest in a good translation or get help from someone who writes well in that language – preferably, in the case of huge diverse areas like Latin America, someone familiar with the specific culture rather than merely ‘Spanish’.

There can be distinct variations between regions of the same country as well. In many parts of the world, ethnic identity is hugely important. Writing to someone in the country of Georgia, for example, in Russian rather than his own language, can be a huge mistake, even though the business culture is basically Russian.

Never assume business people you write or speak to, whatever the level of their English skills, are unsophisticated about business practice, negotiation technique or technology. That is not just unlikely, but apt to land you outside the door you’re trying to enter – perhaps without your shirt. Many people, wherever they’re located, are widely travelled today and those in the front lines of international business may have studied in the US or another English-speaking country.

Connecting with other cultures

For people in many countries, relationships are all-important and must precede business. Simply appealing to mutual self-interest may not be enough. A cold call message may be ignored, or may be reviewed sceptically.

Begin establishing a connection by finding someone the person knows, or someone who can begin linking you with a string of people and ultimately the person you want to reach. If you can’t come up with a start point and don’t want to hire an intermediary, your country’s embassy or a chamber of commerce in the country you’re interested in may be equipped to help and be happy to do so.

A corollary of this idea: To conduct business in many countries, you need to be there – available in person immediately or very shortly after your initial foray receives a promising response.

All along the line when you meet business people in another country, be careful to act with polite regard and impeccable manners. Everyone in a specific business community probably knows everybody else, or close to it. Even in a very large country like Brazil, the middle class that runs the business world is still small, and people are very connected to each other.

Remember too that your counterparts almost certainly know far more about your culture than you do about theirs, even after you do some quick study. Still, make an effort to familiarize yourself with the cultural icons and passions of the country you want to engage with. These can range from sports different than those you follow to culture, historical events and milestones, economic achievements, monuments, and other things unique to the country. Working up your conversation so you can talk about things another person cares about is definitely worthwhile for in-person meetings and shows interest and respect. You may also find occasion to comment on something nationally relevant in written communication.

Prepare to be patient. While some cultures are characterized by quick decisions and fast processes, they tend to be the exception. The need to forge trusting relationships is one reason. More aversion to risk is another.

You may need to maneuver a mountain of multi-level government regulation and red tape, at least to western eyes.

There’s no easy one-way-fits-all guideline here. If your exploratory communication is productive and you’re proceeding toward a business arrangement, in many cases you need professionals to help you deal with government, legal, and business systems that may be totally unlike those you’re used to. And in some parts of the world, even where there’s an aggressive and welcoming business environment, you need to start with the government and follow a formal registration procedure. This is the case with the United Arab Emirates, for example.

Writing first messages

Especially when you’re writing to introduce yourself and your idea, follow this general rule for emails and letters – keep them short and simple.

Take account of the language’s conventions, such as how to write out dates and times. Some countries write dates in the order, day-month-year, while others start with the month. Time in many places is measured on a 24-hour basis.

Beginning well

For emails, invest thought into writing a good relevant subject line that explains why you’re writing (see Chapter 6).

Take great care with how you address your reader. In many cultures, degrees and titles are taken very seriously and if you omit the correct ones, your message may remain unread. In some countries, like China, it’s even important to know the relative age and ranking of the person you’re writing to, because seniors on both counts are due extra respect.

Never use your reader’s first name for initial contact. Every person I interviewed in researching this part stressed the point and found it a mistake that Americans often make. Their advice is take your cue from the other person and employ a matching level of familiarity, such as using the first name or mentioning a personal situation, only after the other person does so first.

Some countries use formal set openings and closings for business communications, and you need to know what they are. In Chapter 14, I outline what is commonly expected in many countries.

If someone your recipient knows suggested you contact them, or you have a mutual acquaintance, say so immediately in your opening paragraph. If that’s not possible, try to find some kind of connection – a school, for example.

The question of whether to begin a communication with small talk – and what kind of small talk – is complicated. For a Japanese correspondent, for example, referring to the weather or family (provided the latter has been mentioned before) is a plus, but in Germany or Russia, getting to the point is more valued. In all cases, err on the side of excessive politeness.

Writing the middle and end

Aim in the body of your message for total clarity. It’s usually best to stick to a single point or idea. Be very specific about your reason for writing and what you hope to accomplish.

One consideration is whether to use some phrases, words or sentences in the other person’s language. In some cases it’s taken to mean that ‘you’re trying,’ but to other cultures – especially if you get the wording wrong – you end up looking insensitive.

It’s especially hard to cutback or eliminate idiomatic ways of putting things. These words and phrases are completely ingrained in how you think and write. Here, additional eyes are usually necessary. Try to have at least two people review what you write from this angle alone.

If you’re a woman, you can realistically expect that some cultures may not accord you automatic respect. Be especially clear on your role and positioning in your company and highlight the mutual advantages of doing business.

On the technical side, bullet points and lists are often useful because they’re easily absorbed by people with varying degrees of facility with English. For the rest, follow the basic guidelines I give in ‘Adapting Your Writing for Global English’ earlier. If you did your homework and know you’re writing to a highly educated person, however, write less simply. The same usually applies to high-ranking individuals in large organizations.

End, as with any good email as I cover in Chapter 6, by repeating the ask – what you want – and the next step you hope to take. As appropriate, use the formal ending common to the country (see Chapter 14).

Maintaining the correspondence

Often you must usher a budding relationship along with continuing respect and politeness. Don’t take offense if answers are very slow to materialize. In some countries, including some Western European countries, the culture does not put a high priority on the need to get things done quickly.

Follow up with emails or telephone calls as appropriate and don’t show impatience. On the other hand, know that in many cultures business people avoid delivering a direct no. They may appear to be evasive and indirect, expecting you to interpret the meaning of what they say. If you have a friend or colleague familiar with the country, ask what clues to watch for so you know when further effort is not worthwhile.

As you’ve probably experienced yourself, reading a foreign language is usually much easier than writing in it. If you can read your correspondent’s language, or have someone available who can, you may want to tell the person you’re corresponding with that answering your letters in their own language is fine. The suggestion is usually appreciated, and results may be faster.

Writing Other Materials

You always face competition in marketing your product or service, and your competitors may come from many parts of the world, including the country you’ve targeted.

Plan for support materials suitable to the culture when you want to connect anywhere. People all over the world check out you and your organization the same way you do, via the Internet and other research. They evaluate you on the basis of what you give them and what else they can find out by any other means.

If the connection matters to you, take the trouble and possible expense to effectively showcase what you offer.

Translating promotional materials

Experienced global business people typically have the reverse side of their business cards translated into the language of the other country. Presenting business cards in person, by the way, takes a particular ceremonial form in many countries. In an Arab country, for example, presenting a card with your left hand is offensive. (Chapter 14 has some additional insights.)

Like business cards, prepare brochures and similar materials in your counterpart’s language. The person you’re writing or talking to may be comfortable reading an English version, but may share it with a number of people who aren’t. Remember that especially when you’re dealing with a substantial company, the best English-speakers may be delegated to work with you. They may or may not include the actual decision-makers or others with a voice, such as industry specialists.

To translate marketing materials, get professional help. While you can choose to use online translation services for a brief communication, doing so for a print piece is risky. Awkward language never helps your cause, let alone poor grammar or spelling.

And the possibilities of offending on a cultural level are limitless. You cannot possibly anticipate many of the boundaries without thorough knowledge of customs and values. In some countries, for example, showing a man and a woman together is unacceptable, even in an obvious business environment.

Guidelines for good presentation differ among countries, as well. Materials written in German, for example, typically look denser than English speakers are accustomed to; the paragraphs are long, the sentences lengthy and complex. However, a German speaker still prefers simpler writing and presentation when reading another language.

Be sure to ask a professional translator for advice on technical issues as well as cultural ones.

Globalizing your website

If you’re serious about engaging in international business, take a thorough look at your website and consider simplifying and streamlining it. Fortunately, if you follow the guidelines I present in Chapter 11, your online presentation is already clear and easy to navigate.

However, you must consider major issues when globalizing a site. If you’re focused on doing business with one specific country, you may want to create at least a partial site in that language. At one time English-speaking companies faced less competition in marketing overseas via websites, but today most products or services have local providers with websites – and consumers naturally prefer using sites that speak their own languages.

Building a site that works for every culture and contains nothing offensive to any group can be a formidable task. One that’s beyond my scope here. But for a limited renovation, include all the following:

Copy based on short words, sentences of 8 to 14 words average, and short paragraphs

Crystal clear headlines, subheads and headings that describe the content unambiguously without confusing cleverness

Navigation that is as obvious and easy as possible

Visuals that are relevant, tasteful and not distracting – and include no images or colors offensive to a culture of interest

Plenty of white space

No fancy animated intros and unstoppable music that may annoy people

No humor that may be misunderstood and held against you

It’s especially difficult to cut the catchy language and idiomatic presentation that you, or your website producer, worked so hard to create. But that’s an issue that relates to most of what you write for an audience of non-native English speakers.

Effective cross-cultural messages are generally less colorful and individualistic than when you write to those who share your language, customs, and values. This is not a surprise: you’re trying to produce culture-free writing without ambiguity or nuance. Naturally the result has little or no ‘style’. However, as I state at different points in this book, simple language can communicate complex thoughts very well. But it does take more work.

Reviewing your Internet presence

Everything about you on your own blog, Facebook, Twitter and other social media is accessible just about anywhere on earth. If that thought hasn’t given you pause on the domestic front, it should do so for the worldscape.

If you reach out to international audiences, or intend to in the future, be doubly cautious about the information you post. Monitor what friends and colleagues say about you, too. Conservative readers from other cultures may be even less forgiving of questionable behavior and images than prospective employers.

In today’s way of thinking, Google is your résumé. Try to keep it clean and respectable.

By the way, if you’re applying for a job in a different country, the manner in which you present yourself may take a radically different form, even if it’s a Western European culture. Find out how to do that in an appropriate résumé.