Speaking the Same Language: Tone, Content, and Culture.
Crafting a compelling message and compelling collateral is merely the first step in a transatlantic marketing and sales journey. The real magic can happen when you refine and polish those materials for maximum impact in the American market.
Let's dig into that. You may find cross-cultural communication is a fascinating exploration, and you’ll discover how to better align your messaging with the nuance of American culture.
Understanding the American Mindset: A View from Across the Pond:
To grasp the American business psyche, let’s take a look at the GLOBE (Global Leadership and Organisational Behaviour Effectiveness) framework. It’s a comprehensive model that identifies nine separate cultural dimensions. Right now, though, we'll focus on just two that are particularly relevant to U.S. business culture:
- Performance Orientation: Americans place a high value on achievement and results [1].
- Assertiveness: the U.S. scores high on this dimension, favouring direct communication [1].
The two highest-scoring leadership styles for outstanding leadership in the U.S. are charismatic and participative. Charismatic leadership aligns well with the strong performance orientation in American culture, inspiring and motivating others to achieve high performance outcomes. Participative leadership complements the high assertiveness by allowing for open dialogue and input from team members.
Images source: [1]
These traits align perfectly with the Linear-active category in Richard D. Lewis's Model of Cross-Cultural Communication. Linear-active cultures, like the U.S., tend to be task-oriented, highly organised planners who prefer direct discussions. Image source: [2]
Tailoring Your Message for American Audiences:
Now, how does one go about adapting content for our cousins across the pond? Here are some top tips:
- Embrace directness: Americans appreciate straightforward communication. As they say, “Cut to the chase”.
- Keep it concise: Follow the adage that time is money. Get to the point quickly and efficiently.
- Inject humour: While maintaining professionalism, a touch of wit can go a long way, but remember, sarcasm doesn't always translate well.
- Use active voice: Americans love action. Make your sentences punchy and dynamic.
- Mind your Ps and Qs: While Americans are generally informal, it's best to err on the side of caution initially.
Lastly, don’t forget regional differences and idiosyncrasies. Given the vast geography, it's important to note that business culture can vary significantly across different regions in the United States.
A Few Cultural Faux Pas to Avoid
- Don’t ever forget the difference between “football” and "soccer." It's a sensitive subject. :)
- Avoid comparing anything to the size of Wales. Americans will agree that “whales” are large, but we suggest using Texas instead. They like to say, "everything's bigger in Texas."
In Conclusion
Mastering the art of cross-cultural communication is one key to success in the U.S. market. At Prohaska Consulting, we can help you navigate cultural nuance and ensure your message resonates with your American audience. After all, our goal isn’t just to polish your materials; it’s to sell. And you do that by building bridges across the pond, one well-crafted message at a time.
[1] USA Results - GLOBE Project. (2020). Globeproject.com. https://globeproject.com/results/countries/USA%3Fmenu=list.html#list
[2] Skarbek, R. (2021, October 25). Cultural Types - The Lewis Model. Culture triangle and cross-cultural communication. Empowerment Coaching. https://en.empowerment-coaching.com/post/cultural-types-the-lewis-model
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