Creating copy that appeals to different cultures can be a bit of a challenge. How do you make each culture feel welcome and engaged enough to read your content? Whether you're wooing a reader in Vienna or getting a nod from Nairobi, you need to speak their language and vibe.

So, here are 10 top tips for navigating the sometimes tricky waters of cross-cultural copywriting.

1.       Know Your Global Audience

Every culture clearly has their own traditions, values and norms. It’s always important to do your research when copywriting, but even more so for global clients. Who are they, what do they value and what tone do they prefer? Do they prefer formal language or are they likely to be put off if your content sounds like you swallowed a thesaurus?    

Researching local blogs, forums and news sites can give you a genuine insight into the daily lives and preferences of the culture you’re writing for. Whether it’s for the Australian surfer community, Japanese businesses or Irish farmers, your content should be relevant and most of all, engaging!  

2.        Singular or Plural?

Are you writing for the individual or the wider collective? Keep the culture’s viewpoint in mind when you’re writing. For example, the U.S. leans toward "be yourself," while Japan values group harmony.

Once you know what way a particular culture is, you can tailor your writing to either celebrate their individual achievements or community successes.

3.        Localise, Don’t Translate

Unless you’re a talented multilinguist, avoid direct translations of your content. Your writing could end up sounding awkward and stilted, making you sound more like a Martian on its first attempt at English. Instead, use local idioms, references and a tone that feels familiar.

And remember to use local slang and humour carefully – what’s funny in one language can be hugely offensive in another!

4.     Avoid Assumptions

Here’s where things can get a bit sticky. Stereotypes. Don't assume every German loves pretzels or every French person sips wine at lunch. Go beyond the usual stereotypes and focus on things like respect, honesty, a love of Vin Diesel movies…you know, the universal values that resonate with everyone.

And you’ll also avoid getting targeted by those pesky internet trolls!

5.     Are they detail-orientated?

Some cultures thrive on precise, detailed plans, like Germany with its well-timed trains and meticulous calendars. Others, like India, embrace a more "go-with-the-flow" approach.

After all, some people love bullet points, while others prefer to play things by ear. So, remember to be clear or crafty depending on who’s listening!

6.     Adjust Tone and Style

Some cultures are as formal as a royal dinner, while others are as relaxed as a beach party in flip-flops. You wouldn't show up to Buckingham Palace in a Hawaiian shirt, just like you wouldn't wear a tuxedo to a tiki bar. The trick is to find the right mix for each audience.

If you're writing for a Swiss audience, button up that copy with precise details and a professional tone. But if your readers are in Brazil, loosen the tie and add a dash of humour—they'll appreciate the laid-back approach.

7.     Mind the Visuals

Colours and symbols carry different meanings around the globe. Take the colour red: in China, it’s like a four-leaf clover, believed to bring luck and prosperity, but in South Africa, it might raise eyebrows because it’s linked to mourning and violence.

So, if you need a colour for your copy, it isn’t just a matter of preference; it's about thinking how the locals will see it. And how angry or offended they could get if you picked the wrong thing.

8.     Get Feedback Early

If you’re fortunate enough to know some locals in your chosen culture, test your content out before releasing it to the masses! A quick proofread from a native speaker could save you from an embarrassing cultural faux pas.

But what if you don’t know anyone from Zimbabwe? Have a look online. Try websites Fiverr or Upwork to find a bilingual proofreader who’s looking for a freelance gig.

9.     Simplify Your Language

Don’t get yourself into the written equivalent of an international incident by using complicated language. Use simple and straightforward phrases and words every time, especially with non-native English speakers.

Skip the fancy metaphors and be as clear as a bell. Complex sentences can confuse even fluent speakers. (As a Northern Irish person married to a Cambridge man, I can confirm that first-hand!)

10.   Bring Empathy and Fun

Empathy is like a warm hug that builds trust with your audience. You can make them feel understood by respecting local customs, highlighting shared experiences and keeping the mood upbeat.

Everyone loves a good laugh, but make sure it's inclusive and not at someone's cultural expense. After all, humour is best when it unites people, not divides them!

Strengthen your writing muscles!

Have you considered adding to and strengthening your copywriting skills? The Comprehensive Copywriting Academy offer an extremely useful and informative course to help budding copywriters. Find out how to write copy, find clients and build a portfolio. You’ll learn online with self-paced training and have support from experienced tutors and a friendly online student community.

So why not go for it? You’re guaranteed to refine your writing ability and learn how to create global content that can reach any type of audience.