The global market for every type of product or service includes diverse cultural values. These values stem from environmental and sociological factors learned in childhood, one very good reason why we should not expect everyone in world to react or respond identically to any given marketing approach. What motivates people in one country may well do exact opposite in others. Some nationalities prefer to be informed in an educational way about products and left to make their own decisions, while others are more easily "sold" via hot buttons that inflame feelings like envy, greed or need for material things. Indeed, some cultures would be offended by mere mention of making a fortune as leading reason to buy. If they are offended, they may not read further. Few things are more annoying to a nationalist in any country than enticements to buy products, which contain references to a culture with which he does not identify.

Although millions of teenagers around world wear same brand-name clothing and footwear, listen to same music and watch same (albeit dubbed) television shows, reasons they do so and marketing that influenced their decisions to buy these goods and watch these shows were tailored to their cultures, i.e. U.S. teens who wear Nikes are likely to have been influenced more by Nike advertisements endorsed by U.S sports stars, while French Nike wearers were more likely enticed by individualistic, "Just do it" slogan.

With a move toward more globalization, copy aimed at a culture other than one you know, requires extensive research before a word is written. Every possible negative nuance, dual meaning, ambiguity or colloquial expression must be eliminated before sales copy is introduced to your market.

There Is No Substitute for First-Hand Knowledge While it's not always necessary to be in front of your client to win business, Becky Baker tells us "Many clients do want to meet you face to face initially, but once you have proven yourself as a dependable writer, they will usually be very loyal."

One thing you cannot do via web is to completely know "feel" of a country or its people. You won't fully understand scope of cultural effects and situations without having been there to see with your own eyes. For example, you can never really appreciate overcrowding and poverty until you visit a place like Mumbai, India where severe poverty is endemic.

If you are trying to convey a message to reach heart of an issue, i.e., a charity or a cause to reduce population growth, seeing problems first hand will make a difference to what you write. The same idea applies to travel writers who must visit places they write about to capture character and portray an accurate picture of destination they are selling.

To capitalize on opportunities: Be aware of growth areas that present most market potential. Research, research, research Subscribe to niche newsletters Find a good editor in your target country. Retain core values of your client's product, but adjust message to suit local market. Do not try to be "all things to all people." Concentrate your efforts on niche marketing. How many times have you seen phase "write about things you know about?" Wherever possible, go to country you are attempting to capitalize on or specialize in and take time to understand culture and people before writing for or about them. The global market is enormous. In terms of opportunities world is your oyster.