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Article: Mind Your Language.(Brief Article)
- Article from:
- Target Marketing
- Article date:
- June 1, 2000
- Author:
CopyrightCOPYRIGHT 2000 North American Publishing Company. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When marketing overseas, it may NOT make sense to use your current American control
IT WAS GEORGE BERNARD SHAW who said that England and America were separated by a common language. After five days in London and 12 days in Scotland I agree. I'm sure I could sell a Brit or a Scot face-to-face but manipulating them over a long distance using paper (Bob Hacker's definition of direct mail) or a space ad or a Web site would be daunting if I had to rely on American English.
For example, when I checked in at the Philadelphia Airport, I found myself amidst hundreds of college kids and a shortage of economy class seats. As a result, I was upgraded to business ...