When Superlatives Can Get You More Sales

Last updated 16 August 2008

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.