Beyond Borders: Web Globalization Strategies

ONE WORLD, MANY STYLES

A global writing style may be easy to translate, but can also be a little too boring or ineffective for specific locales. That’s okay, because after you’ve developed a global style, you can then add any number of local styles.

• The global and the local: In addition to modifying the message you send to each market, you can modify the style of writing. American writing, when translated literally into Asian languages, often comes across as too strong, too informal, and a bit rude. Asian writing rarely announces the thesis in the first few sentences or takes a combative stance. A marketing brochure that criticizes the competition might come across as more abrasive than persuasive to an Asian audience. To avoid this problem, ...