The World is Your Oyster By Ron A. Welsh Marketing's greatest growth potential is in
international arena. Copywriters, technical writers, web content writers and graphic designers play a vital role in global expansion. Whether you live in Darwin, Dallas, Dublin or Dubai, world can be your marketplace.
Global markets require global marketers. Even though we are practically joined at hip via web, global marketing doesn't mean duplication of copy from one country another. Copy written for U.S. market will more often than not sell little in other countries and vice versa because many U.S. terms could be misinterpreted. However, writing techniques derived and proven in U.S, hold lessons that can be applied anywhere. Successful marketing comes down to careful selection and use of words specifically targeted for different cultures. In case of global marketing, rather than competing in any single country, you are competing on a much larger stage.
Emerging World Economies The scale of global selling is increasing every business day. The phenomenal growth of "emerging world economies" offers substantial opportunities for copywriters and graphic designers alike, no matter where you live.
In late 2004 The Economist identified 24 countries as "Emerging Markets." Factors used to analyze best market potential were market size, growth rate, intensity, consumption capacity, commercial infrastructure, economic freedom, market receptivity and country risk.
The survey's results revealed Hong Kong, Singapore, South Korea, China, Israel, Hungary, Czech Republic and India as top eight developing countries. Going hand-in-hand with emerging economies is need for copy writing skills in both native languages and English, international business language. While many people correspond well enough in English to get a basic message across, they often need help to pen professional copy to sell their goods or services in world markets.
Global expansion and emerging world economies mean foreign language (non-English speaking) marketers are now, more than any time in history, trying to enter markets where English is predominant language (US, UK, Australia). The need for professional copy writing and graphic design skills is evidenced by too many horrendous examples of websites, brochures, multi million dollar bids and business communications, all clearly created by someone with a poor command of English.
All markets are accessible to writers, but some more so than others. International writers specializing in direct response marketing and operating outside U.S. face specific hurdles as they seek major U.S. clients. By not being "on ground" to get a feel for U.S. market clients, by not being in a position to track direct mail in order to study it and offer something better, international writers may be at a disadvantage.
If you are targeting clients in international market rather than competing in U.S. take note of what Becky Baker tells us, "I've been working as a copywriter in The Netherlands for past eight years and I know for a fact there is plenty of work outside U.S. Native English copywriters are in great demand here."
Tailor Your Message to Your Target Culture When your target market, product and company have been sufficiently researched and your writing and graphic design skills have been applied, selling should be a breeze, however, differences in cultures will also affect marketing impact in different countries. Adapt all your marketing copy to host country's fundamental market values. You will increase consumer understanding, receptiveness and acceptance, creating a competitive advantage for your client.
