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| Business Writing for Successful Companies |
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Business Writing for Successful Companies
International expansion is becoming an increasingly attractive, if not the only, means of ensuring sustained growth in business turnover.
- Because the Portuguese economy has lagged behind the European average for over 10 years.
- Because the so eagerly awaited recovery forecasts negative real growth rates, with an estimated growth rate of 0,5% for Portugal for 2010 against an estimated growth rate of 1,1% for the EU.
- Because, when the situation improves, real growth rates will remain anaemic or very moderate until at least 2012.
- And because the global trend towards market integration is moving forwards inexorably, markets in which the circulation of capital and goods is increasingly fluid.
Not only this, but thanks to the internet, information on what goods and services can be obtained from whom, how, where and at what price is already available 24 hours a day in nearly every corner of the globe.
The struggle for growth (or survival) engenders fierce competition. For this reason, accessibility, logistics and differentiation are, and will continue to be, the keys to ensuring the success of a competitively priced, high-quality product/service in the international markets (with mediocre products out of the running from the outset).
Is that enough? Not always. Many Portuguese companies offer the right product, at the right price, in the right place… but one thing is also for certain: they often find it difficult to sell successfully.
This is because many Portuguese companies fail in another fundamental area to achieving success in a market, whether domestic or international: communication.
Which does not mean that Portuguese companies do not know how to market themselves. What they lack is the ability to communicate in international terms, in particular when the target of that communication is a foreign market or their channel of communication is an internet website.
- Communication should be thought through in “internationalese” (which is not merely Portuguese translated competently into the target market’s language).
And herein lies the raison d’être for this small business communication guide for companies which need to communicate in “internationalese”, for example with:
- Annual Reports that need translating for potential investors or international banks;
- requests for financing from EU funds;
- proposals to provide services for potential customers or bids to be submitted for international tenders;
- brochures and advertisements, in addition to website content.
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