“If you talk to a man in a language he understands, that goes to his head.
If you talk to him in his language, that goes to his heart.”
— Nelson Mandela

Writing for a Global Audience

In today’s interconnected and diverse global society, information, news, advertisements, products, and services are disseminated rapidly across borders. Journalists carefully craft content for their intended readers, yet these texts often reach a much broader international audience—especially when written in English.

But do authors truly consider that their work may not only be read by non-native speakers but also translated into multiple languages?

Imagine addressing a multilingual, multicultural audience. What missteps should you avoid? Which jokes or references might be universally understood? Below is a practical guide to writing for a global readership.

1. Prioritize Clarity

Above all, aim for clear and straightforward communication. Avoid colloquialisms, slang, and ambiguous phrasing. Be especially mindful of spelling and grammatical errors, which can cause confusion and be misinterpreted in translation. Always explain abbreviations and acronyms the first time they appear.

A single mistake in one language can multiply into misunderstandings across 15 others when translated.

2. Know Your Audience

Effective communication starts with understanding your target readers. For example, when translating user guides or instructions, use plain, consumer-friendly language instead of overly technical jargon. In marketing, consider cultural norms, sensitivities, and values in different regions.

3. Be Consistent

Maintaining a consistent style and tone is crucial—particularly in branding and marketing. A style guide and glossary of preferred terminology can be invaluable tools. Share them with your translation agency or translators to ensure consistency across languages. Over time, these resources can be expanded and localised for other language pairs.

4. Product Names and Slogans

Decisions regarding whether to translate or localize product names and slogans should be made by you—not left to the translator. These choices carry brand and cultural significance. For example, a slogan that works in the U.S. may need adaptation to resonate in Japan or Brazil.

5. Plan for Text Expansion

Different languages take up different amounts of space. A phrase in English might be significantly longer or shorter when translated. If your content has space constraints (such as app interfaces, packaging, or banners), notify the translator in advance so they can plan accordingly.

6. Eliminate Ambiguity

To ensure clarity, avoid vague phrasing. Use pronouns only when the subject is unmistakably clear—and don’t hesitate to repeat the noun when necessary to avoid confusion. Ambiguity in the source text can cause costly misinterpretations in the target language.

7. Collaborate with Translators

A strong partnership between authors and translators (or agencies) is key. Open, ongoing dialogue ensures alignment and prevents costly misunderstandings. Provide context for tricky passages, explain your intent, and be open to suggestions. Clarity of intent goes a long way in producing accurate, culturally appropriate translations.

8. Invite Feedback

Constructive feedback is always welcome. Translators and writers alike benefit from critique and collaboration. Encourage dialogue—translation is a two-way street that improves with every exchange.

9. Watch Out for Cultural References

Not all humor, idioms, or references travel well across cultures. What works in one region may fall flat—or even cause offense—in another. Avoid wordplay and culture-specific jokes unless they can be adapted. Always ask your LSP if your messaging resonates globally.

10. Think Beyond Words

Global communication isn’t just about text. Colors, imagery, and design elements can carry different meanings across cultures. A color associated with luck in one country may signify mourning in another. Consider a holistic approach to communication where visuals and text work together for your target audience.

11. Plan for Accessibility

Writing for a global audience also means writing inclusively. Use plain language where possible, avoid overly complex structures, and consider accessibility guidelines so that your content is readable by people with different needs and abilities.

Conclusion: Communication Without Borders

Writing for a global audience is both a challenge and an opportunity. By prioritizing clarity, consistency, and collaboration with your translation agency, you can ensure your message reaches people worldwide in a way that resonates. The key is to think beyond words: culture, design, and accessibility all play a role.