Blog Article

Posted on: December 10th, 2013 by David Nevins

Don’t Speak Your Customers’ Language? You’re Missing Out.

There is a good chance that many of your potential customers don’t speak English. Did you know that that of the 15 fastest growing global markets reported by The Economist, eight are countries where English is not the native language? That’s a lot of people, many of whom could be your customers, if only you could speak their language!

The demand for information in users’ native language is significant. According to a recent survey, 44% of European Internet users are viewing web pages that are not in their native language. The same study points out that only 18% of European internet users would make purchases of goods or services in a language not their own. So if you are going to reach a wider audience, creating content in their language is critical.

But be careful: If you don’t speak their language well, you could be doing more harm than good. I’m sure you’ve seen plenty of bad translations in English (if not, take a peek at this website. Seeing poorly written texts in your literature, product sheets, website etc., will leave your prospective customer with a bad impression about you. If you can’t be bothered to communicate well in their language, they might think that you just don’t care about them.

So make sure you have someone who grew up among your target audience – someone “on the inside” –, writing, translating and reviewing your content. Nothing will make your customer feel more comfortable than reading or hearing your information in their own language.

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