Last updated 16 August 2008
• Guide To Cultural Web Tools
There are fives scales to measure different cultural behaviors.
- High Individualism versus High Collectivism Behavior
- Uncertainty Avoidance versus Low Uncertainty Avoidance Behavior
- High Power Distance versus Low Power Distance Behavior
- High Masculinity versus High Femininity Behavior
- High Context versus Low Context Behavior
Important: Read the Basic Guidelines For Using Cross Cultural Communication Web Tools before implementing any of these web tools.
There is more than one tool you can use to appeal to each of the different cultural behavioral traits.
We have already reviewed one web tool for cross cultural communication to cultures with an Uncertainty Avoidance behavioral trait:
- Customer Service
Let’s continue with a second Uncertainty Avoidance web tool :
Free Offers
This week we will look at a web tool for cultures with a high Uncertainty Avoidance culture behavioral trait:
- Free offers, trials, memberships and downloads
Some cultures are less open to taking risks. They like to know what they can expect before giving you their money.
In these cultures, your free trials and downloads are more than a very powerful sales tool. If you don’t offer them, you will open the door to cultural barriers.
As you get to know your foreign markets, pay attention to their needs for free trials. You may not need to change what you already have to emphasize it more.
Let’s review the cultural behavior of uncertainty avoidance:
Traits Of Cultures High In Uncertainty Avoidance
Some cultures are described as being high on a scale of uncertainty avoidance. These cultures are stimulated more with:
- Predictability
- Structure
- Order
They do not respond well when they are faced with:
- Ambiguity
- Less structure
- Taking risks
Here’s one thing you can do to communicate better with your clients in these cultures:
Highlight Use Of Free Stuff
In these cultures you need to pay attention to how you communicate and emphasize:
- Free trial
- Free downloads
- Free widgets
- Free product trials
- Free memberships
- Free trial memberships
- Free information
Take these two points into consideration when planning your free stuff:
- Your international clients desire not to take risks
- Your motivation behind providing your free stuff
It is often very subtle changes in your communication that will improve your results in using this web tool.
Adapt your free offer to your international clients needs for best results.
Better yet, only create your free offer once you study your international market. In these cultures success often depends on a strong free offer.
Remember, there will be other tools you will need to highlight as well.
Use these cross cultural web tools to inspire you to improve your web communication with your international clients.
There is lots more on the different cultural behaviors in the June issues of the Get International Clients Weekly Newsletter. Sign up quickly for more tips and ideas for getting more out of your international marketing.
Important Notice
Basic Guidelines For Using This Web Tool
If you have not read the Basic Guidelines For Using Cross Cultural Communication Web Tools as mentioned in the very beginning of this article, please do so before implementing any of these web tools.
You need to look at the whole picture of all five cultural behaviors before tweaking how you use the specific web tools outlined here.
• Customer Service
• Tradition Themes
• Testimonials
• Local Vocabulary
• Guided Navigation
• Local Offices
• Web Tools For Cultural Communication
• Business Guide 8 – Improve Your International Business Development Plan
