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Cultural Challenges: Copy for Contrasting Cultures

by BudaBrit
6 replies
Right, so here's my thoughts.

I would love to become a copywriter. I enjoy crafting writing that really works: text that gets people engaged and entices them to read on, be it in fiction, guest blogging or, indeed, copy. I have one problem, though: most copy I read, be it the crappest of the crap or the goldmine that brings in a fortune, I don't like.

It's not just that. Even the stuff that sells well turns me off. I read the first paragraph and it's a real struggle to read on. Now, bear with me here.

I believe my problem stems from the big cultural difference between us Brits and the rest of the world. Working in telesales, we were told that the UK market is the hardest to sell to and in all honesty it is. We don't like those phrases that are prevalent in copy (an example on another thread, which got positive feedback, was "How to get a new customer for a nickel". Now, I'd never read on from that, for instance).

So, do you ignore the UK market? UK copywriters, do you write differently or do you use the same style and ignore the UK again? Is this generational rather than cultural?

Please send your thoughts and suggestions, on a postcard, to This Thread @ This Place and we'll get back to you within 30 days.

Tom
#challenges #contrasting #copy #cultural #cultures
  • Profile picture of the author BrainCopy
    A couple years ago I used to think that same way until, I learned that I wasn't the target audience.

    For example, the famous headline - "Do you make these mistakes in English?"

    I couldn't wrap my head around that headline... I literally fought with other members on various copywriting forums about that headline. That ad ran for over 40 years.

    I doesn't mater if your from the UK or the US.

    Selling is selling and it involves the same formula. It doesn't matter where your from.

    I used to read Pete Godfrey's blog religiously, then when I purchased his "Sales Writing Workshop" I found out he was Irish.

    Sure, the style may have to change to fit your audience, such as: spelling (Mom - Mum) Slang (Dam It! - Bloody Hell!) ...etc

    but, other than that the formula of a successful piece of copy doesn't change one bit.
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  • Profile picture of the author BudaBrit
    I'm not sure if it's more prevalent here, though, but I don't get enticed by any copy. I've never bought a product or a service without reading proper reviews or being recommended it by friends and I know that my friends are the same. The only purchases that could be considered to come from marketing campaigns are very low cost items such as sweets and drinks and sometimes restaurants, etc.

    When I write something that I feel will grab the attention of someone, it doesn't conform to the traditional model that everyone else uses. Now, maybe - and probably extraordinarily unlikely - I've stumbled across some new way of writing exceptional copy. In all likelihood, though, I'm writing something that sells in a way that doesn't work for me. I'm selling for the customer and not for my profits, so to speak. At least I think so.

    I'm going to be "forced" into some high profile copy soon, that has come around becaue I'll be writing a series of press releases and content, so I want to get the copy part of it right. It is a different beast and I just want to know the opinion of other cross over copywriters. It is, afterall, a completely different beast to content, even if their aim is the same (imo: I don't buy into the writing for SERPs and I tell my clients as such).
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    • Profile picture of the author Alex Cohen
      Tom, you just ignored one of the best pieces of advice an experienced copywriter can give a newbie. And unless you accept it as a fact, you'll be totally ineffective as a sales copywriter:

      Originally Posted by BrainCopy View Post

      A couple years ago I used to think that same way until, I learned that I wasn't the target audience.
      To put it more bluntly: It doesn't matter what you personally think or respond to. What matters is what your target market responds to.

      Alex
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  • Profile picture of the author Pusateri
    Originally Posted by BudaBrit View Post


    I'm going to be "forced" into some high profile copy soon, that has come around becaue I'll be writing a series of press releases and content, so I want to get the copy part of it right. It is a different beast and I just want to know the opinion of other cross over copywriters. It is, afterall, a completely different beast to content, even if their aim is the same (imo: I don't buy into the writing for SERPs and I tell my clients as such).
    I know I'm in the minority, but I don't see a real difference between great content and great copy, other than the obvious: persuasion elements and call to action.

    If you are successful with certain tone in your content, be it warm, scholarly, or fun, there is zero reason to become a carnival barker in copy written for the same audience.
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    • Profile picture of the author BudaBrit
      Originally Posted by Alex Cohen View Post

      Tom, you just ignored one of the best pieces of advice an experienced copywriter can give a newbie. And unless you accept it as a fact, you'll be totally ineffective as a sales copywriter:



      To put it more bluntly: It doesn't matter what you personally think or respond to. What matters is what your target market responds to.

      Alex
      I read and I understand, Alex. I'm just trying to align different ideas in my head. As I said, if I put myself in the audience's shoes, I can write something "that me" would buy, but it doesn't conform to the norm. Do I need to realign my expectations of copy?

      Originally Posted by Pusateri View Post

      I know I'm in the minority, but I don't see a real difference between great content and great copy, other than the obvious: persuasion elements and call to action.

      If you are successful with certain tone in your content, be it warm, scholarly, or fun, there is zero reason to become a carnival barker in copy written for the same audience.
      I know what you're saying and I understand but...in my experience the aim of either piece is for different things: whcih could also be where my copy falls down.

      The sole aim of the content is to get the customer to either click through to the site and have a look or to look at the specific section you're "pushing" them towards. It's not a sale machine, it's a method of moving customers into a place where a sale can happen. In my opinion, at least.

      Copy, on the other hand, should sell. Straight up. The quicker the better and the quicker you can hook your audience and reel them to the "buy now" button, the better your copy is. Now I know this isn't going to work on every prospect, but it's about getting those numbers up. First visit buys are the best as the longer it takes someone to decide, generally the less chance there is of a sale happening.

      It's the same logic as telesales except for one detail: you don't have to preach. Your prospects have at least a passing interest in the product or service. Which is another difference with Brits. They go away and think about it. Whenever I sold to a Brit, they didn't buy or confirm they were going to buy straight up, they took the information and read through it before they got to buying. Your persuasion mattered less and your product knowledge and enthusiasm mattered more.

      It's that essence I was trying to talk about first up and it's something I'd be interested in knowing more about: how do you incorporate copy meant for 3 distinct cultures into one single piece of writing? Is it even possible?
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  • Profile picture of the author Steve The Copywriter
    ...I must say old chap the UK audience can be dashed difficult to sell to.

    The blighters who try don't always understand the culture of our great nation.

    Thing is, we can be a touch on the negating side.

    Lets say the thinggummy has 99 top notch reasons for buying it but one small reason not to.

    Us Brits will always concentrate on that one damned good reason.

    A clever chap or lass will mention the reason, get it out of the way, and lo and beyond chances are they'll bag a sale.

    Good show.

    Respectfully,

    Steve
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