
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 two web tools for cross cultural communication to cultures with low context behavioral traits:
- A Hard Sell Approach
- Company Prestige
Superlatives
This week we will look at a third web tool for cultures with low context culture behavioral traits:
- Superlatives
Cultures with a low context communication style, such as all of the major English speaking cultures, prefer straight forward communication. They also do not get offended if a company says it is the best, the number one, the biggest, the fastest, the world’s biggest.
These cultures respond well to the use of superlatives.
Let’s review the cultural behavior of low context behavior traits:
Traits Of Cultures With Low Context Communication
Some cultures are described as being low on the scale of context communication. These cultures communicate in a style where communication is:
- Direct
- Straightforward
- Detailed
- Without ambiguity
Here’s one thing you can do to communicate better with your clients in these cultures:
Highlight Use Of Superlatives
In these cultures you will want to pay attention to the use of such phases as:
- The most…
- The best…
- The world’s best
- The industry’s largest
- The leader…
This is something all major English speaking cultures are familiar with. It is not common at the other end of the scale in high context cultures.
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.
• A Hard Sell Approach
• Company Prestige
• Guarantees
• Web Tools For Cultural Communication
• Business Guide 8 – Improve Your International Business Development Plan


































{ 2 comments… read them below or add one }
What an excellent resource you have made here. I followed you from CoolAdzine for Marketers. I would like to do a post about your blog and the services you offer. Every now and then I write about cultural differences and doing business but no one seems to care. I think this would get anyone excited.
Why thank you CyberCelt.
I do get a fair amount of direct emails from small business all over the world. About 50% of the emails are on general international business questions and the other 50% specific questions on how to do things.
I do think people are interested in cultural differences, especially when you can help them take action in some way.
Remember to sign up for the weekly newsletter if you want cross-cultural inspiration to develop your business.
Cindy