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Copywriters of all stripes are eager to jump on the American copywriting bandwagon. That’s a wonderful thing, since, compared to many countries, particularly emerging nations where many new copywriters come from, American companies pay well and there’s enough work to go around.
| Quick Story: I recently placed a few ads on some online employment platforms and specifically requested that the applicants be fluent and able to write in “American English” simply because the vast majority of my target audience speaks American English. I received a number of responses from offended, foreign candidates who basically told me I should consider all English speaking applicants, that I was being unfair and that not hiring them was my loss . . . What’s more, the respondents were not really fluent in English (of any dialect). For some reason the responders believe there is no difference between American English and all other English dialects. However, there are differences. Very meaningful differences, especially when it comes to writing copy. |
American English – What’s the Big Deal?
Just like copywriters who speak American English, copywriters whose native (writing) tongue is not American English have to meet certain basic communications standards. To be effective as a copywriter, you have “to get it.” You have to communicate in the vernacular of the American audience, which means having a sensitivity to the nuances, knowing the transitional terminology, the idioms, spellings, usage, and phraseology that American markets are accustomed to reading in copy. There are also implied meanings that have power when you place them in the context of a few well-chosen words. “Just do it” is an example of this. It needs absolutely no more explanation other than those three words, yet Americans just get it.
Copy Must Sound Natural
Another factor is authenticity, sounding natural. American copywriters already struggle with pulling off authenticity, and marketers know this. So, imagine hiring someone whose second language is English and there’s no immersion in the culture to boot. Time is of the essence in marketing, advertising and copywriting, so there’s not a whole lot of room to catch writers up on the basics of American English and what I dub, the language-culture while you’re facing a deadline. And, if a marketer has to then get someone to rewrite passages simply for American customers’ understanding, they have now hired two people to do the job of one; it’s counterproductive.
You only have seconds to grab a prospective customer’s attention. You then have to hold their attention. There is a higher chance of generating copy that does not resonate with the target audience when they are stuck trying to interpret what the text actually means. If the customer is spending those few precious seconds trying to grasp your meaning, you’ve lost them.
To my fellow copywriters who would like to get more copywriting projects from American businesses, marketers, ad and PR folks, I would simply recommend studying basic and intermediate American English. In doing so, you can also pick up cues on the culture, including the faux pas.
As to the free route to improving your American English, I would suggest that you:
●Listen to and study American song lyrics, but not rap, because the language is too trendy and esoteric, unless your niche market is hip hop.
●Read American blogs
●Read American popular culture online magazines (People, TimeOut NY, Vanity Fair, etc.)
●Join and participate in LinkedIn groups. There are many LinkedIn groups that cater specifically to copywriters, but you don’t have to limit yourself to groups for copywriters.
I don’t recommend Twitter and Facebook because the slangy, abbreviated words and the intentional misspelling writing style would only be more confusing. It confuses Americans too.
Some Good Sites to learn American English Include:
http://www.learnamericanenglishonline.com/
http://www.dailywritingtips.com/
http://www.englishdaily626.com/idioms.php
Books on American English
The following books come highly recommended from my colleagues – American copywriters on Warriorforum.com and other American writers:
The Elements of Style (4th Edition)Image may be NSFW.
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Speak English Like an American (Book & Audio CD set)Image may be NSFW.
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The Only Grammar Book You’ll Ever Need: A One-Stop Source for Every Writing AssignmentImage may be NSFW.
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McGraw-Hill’s Dictionary of American Idioms and Phrasal VerbsImage may be NSFW.
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On Writing Well, 30th Anniversary Edition: The Classic Guide to Writing NonfictionImage may be NSFW.
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Woe Is I: The Grammarphobe’s Guide to Better English in Plain English, 3rd EditionImage may be NSFW.
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The Deluxe Transitive Vampire: The Ultimate Handbook of Grammar for the Innocent, the Eager, and the DoomedImage may be NSFW.
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English Grammar: Language as Human Behavior, Second EditionImage may be NSFW.
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Grasping American English like an American Can Be Done
One writer I know, who I was eager to hire is Hungarian; she lives in Hungary, and Hungarian is her first language. However, she writes American English better than a lot of American copywriters I know. My point is, it can be learned. My other point is, however, “learned” is the operative word. It can’t be faked.