It was HOT in Sweden this week. And being from Texas, I don't use that word lightly. Now, before all my friends in Texas start hollerin' at me for complaining about Nordic temperatures: yes, of course, I realize it's not as hot here as it is in Texas. However, there's a big difference in how we experience warmer temperatures in Sweden.

After our bodies have acclimated to 8+ months of cold weather, it's a shock when the temperature suddenly rises. And here's the catch: we can't escape the heat. There is no indoor air conditioning here. There hasn't been much of a breeze, either. The sun is up until midnight, and our upstairs bedrooms act like little greenhouses — storing all the heat they can. And the office? Yikes! The computer monitors add to the heat, making concentration nearly impossible.

At 80 to 90 degrees Fahrenheit (26-32 C), I've been more miserable than I was on most triple-digit days (40+ C) in Texas. Is it any wonder most Scandinavians take long summer vacations and spend countless hours at the beach? Growing up in Houston, I thought my family in Scandinavia didn't know what "real heat" was. How could they complain? Now, I understand.

Here's the point of my heat wave rant:

When marketing your products, services, or ideas, remember: your perspective is not their perspective — and their perspective is more important.

That seems basic, right? We know it's vital to connect with our audience, and we know many factors influence audience perspective: cultural norms, peer influences, available local resources, history, climate, languages and dialects, standard technology and equipment, etc.

Yet, it's still easy to fall into the trap of assuming some things are the same for everyone. Because of our own natural perceptions and life experiences, there are factors we wouldn't even think to consider. Things that seem innate, universal. After all, wouldn't many of us assume 80 degrees (26 C) feels the same for everyone?

The danger is if, when we become aware of differences, we ignore them or judge them.

People living in different parts of the world may experience and perceive your business, services, products, and website in some unexpected ways. Their problems, "pain points," likes and dislikes in these areas are real and serious. If their support is important to you, address their experiences properly.

P.S., To my family and friends in Scandinavia: thanks for not saying, "I told you so."

Happy summer! I'll be at the beach with my laptop if anyone needs me.

Yesterday's blog covered the ways weak international business writing can destroy your brand. Now, here's a look at what can make your international communication weak along with ideas for how to strengthen it.

Weak Foundation

Strong international communication starts with a strong foundation. You can't effectively translate and/or adapt information for specific international markets if the original materials aren't written well.

People will question a company's competency — whether international or domestic — if its business communication is difficult to read and riddled with mistakes. This list from my series about how to create more effective business websites includes some important tips for making your business writing easier to read and more effective.

Bad Translation

As we've seen, bad translations can kill your message. That's obvious. So, what makes a bad translation?

► Incorrect spelling, grammar, or word choice

► Wrong style, phrasing, gist, or overall meaning

If you get help from a native-speaking professional writer, this shouldn't be a problem for you.* Yet, I continue to see bad translation examples from otherwise capable businesses. Usually, it's easy to spot the reason: outsourcing to cheap non-native speakers or skipping the human altogether and opting for fast, free translation software.

[The sound you hear is me climbing onto my soapbox.] Let me say this loud and clear: translation software is not accurate enough for your important business communication.

Do I think translation programs aren't useful? Of course not. I use Google Translate when I need quick help with languages. It's a quick, easy, free translation tool. But I have yet to find translation software that can capture the nuances of emotion and appeal in real human speech patterns. (I'll assume I can skip the lecture on why a non-native speaker can't help you.)

* Be sure to find a writer that fits your audience, taking into account the differences in regional dialects and spelling. For example, British English won't work for an American audience and vice versa.

Wrong Perspective

So, if your translation is flawless, your business communication is effective, right? Not necessarily. In fact, probably not. Technically, your translation may be accurate. You may have used all the right grammar, spelling, style, phrasing, etc. But there's a vital element missing: adapting the message to the audience's perspective.

What matters to people in your own country, may not be important to others. Likewise, people in your target audience may have certain viewpoints, concerns, problems, or character traits that you don't give a second thought.

Take the time to understand what matters to your audience. Customize your data, examples, case studies, and anecdotes with locally familiar and applicable ones. Just be sure you're getting the right perspective. Avoid falling into the stereotype trap.

Improper or Awkward Formatting

As you know, design, formatting, packaging, and writing all work together to give an impression of your brand. Your words won't have a chance if people are distracted by your format or, even worse, offended by something.

► Make it as easy as possible for your audience to read, handle, distribute, respond to, and store your communications.

For example, in Sweden the standard business paper size is A4, which is slightly longer than what's used most often in the United States. If you're going to send a proposal to prospective clients or important documents to your business partners, consider their frustration if they can't fit the documents in their normal file drawers, binders, envelopes, or presentation folders. (The U.S. also uses a different standard hole-punch so it's best to avoid pre-punched holes.)

► Use the professionalism, courtesy, and formalities your audience prefers.

It's important to consider differences in formality and manners of address. Some countries use an informal first-name salutation for business letters and other communications, while other cultures find that disrespectful. For example, when making first contact in formal business letters to the USA, you should use Mr., Mrs., or Ms., with the recipient's last name and possibly other titles (such as M.D. or Ph.D.).

What would you add to this list? Any other important differences in business writing around the world?