Are you a UK marketing writer with a need to write to a US Audience? You're in the right place.
Your motivation for being here probably goes beyond "expanding your audience across the pond". It's sensible to try to meet the needs of many clients who either target the US or an American audience — especially since it's a large target market. South America, Mexico, the US, and Canada make up the Americas, and this is where companies tend to adopt US English.
We all know that communicating with anyone well is nuanced. There are different idioms, metaphors, spellings, and even business English varies. However, there are also surprising grammatical differences that can give you away as a UK-born or -educated writer.
Before we dive into those, a word of warning: Do not believe the urban legend that UK English is more formal, and therefore you should write "casually" for American or US clients. The reality is far more complex and it's better to ask to see a brand's messaging guide prior to drafting any content marketing using assumptions.
➤ Skip to skills tips for writing for a US audience, as a UK-born writer.
11 grammatical differences between UK and US writing:
1. Punctuation:
UK: Single quotation marks (' ') for primary quotations.
US: Double quotation marks (" ") for primary quotations.
2. Collective nouns:
UK: Collective nouns can take either singular or plural verb forms depending on context (e.g., "The team are winning").
US: Collective nouns typically take singular verb forms (e.g., "The team is winning").
3. Prepositions:
UK: "at the weekend," "in hospital"
US: "on the weekend," "in the hospital"
4. Plural verb agreement:
UK: "The government are considering their options."
US: "The government is considering its options."
5. Past participles:
UK: "I have just learnt a new skill."
US: "I have just learned a new skill."
6. Verb forms:
UK: "I have got a new car."
US: "I have gotten a new car."
7. Date formats (this one is a total mind f**¨k):
UK: Day/Month/Year (e.g., 10 February 2024)
US: Month/Day/Year (e.g., February 10, 2024)
8. Hyphenation (though again, this can vary from organisation to organization... See what I did there!):
UK: "co-operate," "re-organisation"
US: "cooperate," "reorganization"
9. Tense usage:
UK: "I have just finished my work."
US: "I just finished my work."
10. Spelling:
UK: "colour," "favourite," "theatre"
US: "color," "favorite," "theater"
11. Vocabulary:
UK: "lorry" (truck), "biscuit" (cookie), "lift" (elevator)
US: "truck," "cookie," "elevator"
Once you've nailed the grammatical differences, move onto the 4 skills you should to adopt as a UK-based writer to address an international audience
Skills to adopt to write for an international audience
Beyond adapting your spelling and grammar, there are even more advanced ways of convincing a US audience as a UK content writer.
1. Simplify your language:
You're less likely to get caught out if you don't use metaphors and similes, which can be highly location-specific. Not to mention that using overly complex vocabulary or lengthy sentences that may confuse or bore readers, clarity and brevity will convey a message to a more international audience.
2. Localise even further:
Research your target audience to tailor your content even more to their state or city and socio-economic level. Consider factors such as demographics, cultural preferences, and regional differences. This is easier said than done of course. Take the time and you'll be perceived as a top content marketing writer on both continents.
3. Use US references:
Incorporate examples, references, and case studies that would be relevant to American audiences, and check these with real US citizens to ensure you've used them correctly. When possible and done well, this writing skill can turn good content marketing into memorable prose that just so happens to build the business!
4. Be mindful
Humour varies greatly between cultures, so when in doubt — leave it out. What may be considered amusing in the UK could potentially offend or miss the mark in the US. To cite one example, the word native might be used primarily to describe a digital native or native speaker in your locale, but this is just one example of words that must be used with sensitivity in other countries.
Do your research and ask your colleagues to give you honest feedback so you can improve with every piece you write.
By looking hard at cultural nuances, adapting your language and style, and getting feedback on your content to suit US and American preferences, you'll engage and connect with your target readers in a much larger pool, not just the pond.
Looking for a UK writer who spent the last decade doing all of the above? Connect with our CWO, Nadine Heir.