International Business English

Ok, so you speak English. But which English? American English, Asian English, British English, Australian English... the list goes on. Me, I was born in Scotland, live in England and speak British English. As a professional copywriter from a business background, my specialist field is writing International Business English.

Business has taken me all over the world; I have dealt with some of the most technologically advanced factories in Asia and Europe. Many companies are manufacturing world-class products at competitive prices. They have professional management and impressive welfare and environmental accreditations. They are enterprises with fantastic global propositions. So why are more international retailers not beating a path to their doors? Quite simply, because they fail to communicate how good they really are.

Dynamic companies who trade oceans away from their target markets need clear and powerful communications, speaking in the contemporary language of those markets – International Business English.

This is where the skilled copywriter comes in. If you are an enterprise wanting to sell into the UK or other markets where Business English is the everyday communications medium, then don’t write your own website. If you’re not on the same wavelength as your audience they’ll simply switch off. You will have failed to impress.

Never let your ego get in the way of gaining customers. You know your business best and you have a great product, but are you being heard? A copywriter's business is to make sure that you are - loud and clear. All forms of English are equally valid but you simply must use the one which your target market uses.

Here's an excerpt from a recent letter I sent to a prospective client overseas:

"Thank you for sending me your website link. It’s clear that your company delivers a world class service and high quality products with excellent production technology and ground-breaking initiatives in staff welfare, ethical practice and ecological implementation.

Major buyers, however, are a pretty unforgiving lot with little time to spare. They judge potential suppliers on first impressions. If the language is not the International Business English that they speak, and if the grammar and spelling contain mistakes, they will search elsewhere. In short, your business model is fantastic but the language of your website does not do it full justice."

They hired me and their new website now stands out from the crowd. They gained major customers who not only visited the site but remained on it measurably longer than before. Most importantly visitors were impressed, not only by the proposition but also by its presentation – written in International Business English.

Visit me at: www.eswriter.com