It’s sometimes annoying, usually funny to hear the stereotypical questions from Europeans upon hearing my American accent — especially when they learn I’m from Texas.* 

* Let me address some of them now. No, I do not now, nor have I ever owned a horse,
struck oil, worn cowboy boots, owned a pick-up truck, fired a gun, lived in a desert, or
spoken with a slow drawl. Not that there’s anything wrong with those things. Some of my
best friends have done almost all of these. (I’m still waiting for one of them to strike oil.) 
The point is, not everyone does.

When I get these questions from prospective clients, however, it’s not so funny anymore.  That’s because I know those stereotypes and generalizations are probably creeping into their marketing and communications to their US audience.

International communication goes beyond getting the grammar, punctuation, and style of a foreign language right.  It’s about understanding perspective. It’s vital to know your audience’s true character — and chances are high it’s nothing like the stereotypes you’ve heard.

Stereotypes are difficult to avoid, though.  For example, given the pervasive media coverage of the USA, it’s easy for others to think they know what Americans are like. Yet, have you considered how varied the perspectives must be for people as diverse as Americans?  After all, we are talking about a country nearly the same size as all the European countries combined, with a population made up almost entirely of immigrants from every country in the world who’ve only settled in the USA within the last century or two. 

Sure, they have many shared experiences — as any people living in the same country would have.  But I’ll go out on a limb and say the USA has more diversity of perspective than any other country on earth.

So, how do you shake the stereotypes in international marketing and communication? These basics will turn you in the right direction:

1. Shatter your preconceived ideas and start over. Question every stereotype or generalization you’ve heard about a particular country, region, or people. 

2. Obtain true market research from a reliable, objective, and thorough source. 

3. Get as specific as you can in identifying your target audience — beyond just nationality, gender, and age.

Marketing to the USA? Who is your target audience, really?  Narrow it down. 

► Are they housewives, blue-collar workers, retirees, or career-driven 20-somethings?
►  Do they live in bustling metropolitan areas, family-oriented suburbs, or quiet country landscapes?
►  Are they from the south, north, mid-west, east coast, or west coast?
►  Do they look for bargains at Wal-Mart, Target, and JCPenney, or do they prefer high-end shopping on Rodeo Drive, Fifth Avenue, or a big Texas Galleria? 
►  Do they live in New York City and use public transportation or do they live near Dallas where public transportation doesn’t effectively serve the suburbs and it’s too hot to walk far in a business suit during the summer?
►  Are they into high-tech gadgetry?
►  Are they focused on green living?
►  Do they homeschool their children?
►  Is faith important to them?

The options are endless.  Determine which questions will hit closest to your target.

4. Don’t judge. If you are trying to introduce something new or change opinions, don’t do it from a position of judgment or superiority. Respect your audience’s perspective. Try to see the world through their eyes and make sure everything about your message makes sense from that perspective — the graphics, words, offer, and call to action.

5. Get help. The reality is, you may never fully understand your audience’s perspective unless you’ve walked in their shoes — a lot.  That’s why it’s important to consult with someone who has.  Your communication — and your business — will be more successful as a result.

Remember: Your business, services, and products remain the same.  But how people perceive them will vary greatly as you expand internationally. Learn and adapt.