The power of Internet lies in its global pervasiveness. It is practically everywhere. People of all languages access Net from all over globe. Just think of it as an infinite vastness for your business and marketing possibilities. Your marketing potential is directly proportional to number of people who can understand your message.
Keep following points in your mind while writing copy for a non-English-speaking audience:
==> SHORTER SENTENCES <==
Keep your sentences short. Keep language simple. Donít use phrases that depend on previous knowledge of English, such as ďleapfroggingĒ.
==> AVOID COMPLICATED WORDS <==
Heavy or slangish words intimidate people who do not speak much English. If language becomes hard to understand, it draws attention away from intended message. Use words that are very common and require no endeavor on part of reader. But donít use them in a way that people who have sufficient knowledge of English end up feeling offended. Be simple, sound natural, but do not condescend.
==> USE LOCAL EXAMPLES <==
Regional nuances play an important part in brand awareness. Try to stir up feelings intrinsic to local populace. For instance, if you are preparing a copy for Chinese audience, use some Chinese anecdote while explaining something. I remember when Pepsi came to India they tried to associate themselves with many local products and occasions. Most of their products couldnít compete with local brands (with exception of soft-drink), but localization surely helped. The same happens with your copy.