Imperial or Metric?

Meters? Kilometers? Yards? Miles?

Distances and measurements are tricky when you are reaching out to English-speaking clients. You need to ask yourself: Which English does my ideal client use?

With our German clients, we always have to ask at the start of any project: Are you specifically focused on the American market or the British and English-speaking European market?

If you’re focused on the American market, you’ll want to refer to measurements in feet or miles (or pounds, gallons, ounces, etc.) – aka Imperial units.

When you’re writing to appeal to your target customer, regionalisms are important to pay attention to, as well – even if you are located in the same country as the people you are marketing your business to.

For example, in Pittsburgh, Pennsylvania, in the United States, people say “pop” to mean “soda” and “gumband” to mean rubber band.

Another example of regionalisms is in Germany, where people say “Moin” as a morning greeting in Hamburg, while others say “Hallo” or “Guten Tag” in Berlin and other more northern regions, and others say “Grüß Gott” in Bavaria and other southern regions.

Think about your ideal client… where are they located? Can you target your texts to appeal to them, based on where they live, the holidays they celebrate, the way they greet each other in that area, and the methods of measurement they use?