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First things first: the idea behind this post, and the inspiration for the title, come from an excellent research document available from Common Sense Advisory, “Can’t Read, Won’t Buy”. If you’re interested in digging right down to the numbers, to see how dramatically businesses can increase their global revenue, simply by providing their clients with native-language materials, I urge you to follow the link and check it out.
Now, it doesn’t just make financial sense to speak to your clients in their own language. It makes interpersonal sense. Emotional sense, if you like.
To come to the point, by way of a tangent: you may have seen this popular 2004 horror movie? There’s a moment in there (don’t worry, it’s not a scary one) that illustrates this perfectly. The plot involves several American characters living in Japan, and at one point, a recently transplanted housewife finds herself adrift and depressed in her new city. We see her standing in a supermarket aisle, facing hundreds of options that might be delicious, if only she could read the packaging. Next she’s back at home, having eaten a cup of instant ramen… which she could only identify as such by breaking it open and sniffing it before buying. It’s a bleak moment – and this being a horror film, it only gets worse!
Of course, the correspondence between a new person in a foreign country and a new business in a foreign market is not exact. An immigrant is bound to feel disheartened and rootless (or dépaysé, to use a great French word with no exact translation) for a while, especially if they haven’t had the means or opportunity to learn the language before relocating. And since businesses aren’t people, your business won’t be lost and depressed. As a business, you won’t be the alienated lady in the supermarket… but you might be responsible for alienating her, if you don’t talk to her in words she can understand!
Your brand isn’t just your logo and your catalog of services or products. It’s the emotional connection that is formed between your business and your clients. One can debate the technical pros and cons on each side of the Mac vs. PC battle all day long, yet it’s an undeniable fact that so many people are fiercely loyal to Apple because the brand makes them feel good, smart, hip, plugged-in, creative, productive, you name it. Families are willing to spend thousands (and thousands) of dollars on Disney vacations, because the Disney brand is built on making every guest feel special, wanted, and comforted. Successful businesses keep their long-standing clients, and draw in new ones, because their clients feel good working with them. They have confidence in the product, they take pleasure in purchasing and using it, and they feel cared for.
How do you let someone know you care about them? You talk to them, and you listen to them.
So, if you’re thinking that English alone will do as you move into the worldwide market, stop and think again. It doesn’t matter how outstanding your product is – if they can’t read about it, they won’t buy it. And why should they? Would you be inclined to give your money to someone who won’t make the effort to communicate with you?
