Writing for International Markets

by Robert Oduol


A few years ago, the publication I was working for as a senior reporter closed shop. The news of the closure stunned us all. None of us had been expecting this unusual decision. Although our country had been undergoing an unprecedented recession, the news staggered us. True, we had witnessed numerous companies and media houses fold up because of the hard economic times but for some curious reason, none of us ever thought it could happen to us. Until we read the terse announcement on the notice board indicating that the employer regretted the fact that he could no longer sustain operations

As a practising journalist who loved writing, what was I to do? How was I going to sustain my family and myself? I could look for another job, all right, but there was no guarantee that I would get one soon enough or even get the satisfaction I got from my previous job as a writer. After all words like 'retrenchment', 'rightsizing' and 'cost-cutting' were the buzzwords all round.

I opted to freelance, writing articles for publications in the country and elsewhere. Only then did it dawn on me that freelance writing can be fulfilling, rewarding and delightful even in third world countries like mine whose economies are in shambles. I also learnt, in the process, that it is possible to make numerous, dependable contacts abroad who are just as interested as any one else at home, in a well-written, and thoroughly researched article about events in faraway places. More significantly, I got very useful tips on the one hand, on what to write for a local audience and on the other, for the international market.

Most of us are almost certainly quite familiar with what our local audiences want, appreciate and expect. But how many of us know how to cope with those we have never met and who do not understand the environment or circumstances from which we are writing? Are we as writers sufficiently equipped to answer questions like, what will my international reader appreciate? How will he react to my article? Will my writing arouse sufficient interest in him?

One thing worth noting when writing for the international market is that you are writing for someone you do NOT know of and who in turn, knows very little about you. It is critical therefore, to write about issues that will not only interest those around you, but also, others 3,000 kilometres away. Try therefore not to write about issues some may not comprehend or appreciate.

You therefore should take time to explain unusual structures, functions, cultural practices or rites that may appear common place to you but which may make no sense to someone else an ocean away. And while at it, strive to avoid long-winded explanations or narration. Most readers tire of these pretty fast. A short, pithy, explanation in brackets, will often do.

Strive in your writing, not to injure the sensibilities of your readers. A good, decent, writer will be particularly sensitive to issues of creed, religion, tribe, race, gender, status or class and will avoid stereotypes that could hurt the feelings of others. Try always, to put yourself in the shoes of the reader and ask yourself how you would feel if your article was targeted at you.

When referring to places or significant geographical features, relate these to more familiar locations. A commonly used guide is to relate these to distance and direction from a country's capital city, which often tend to be better known. A good writer will make an effort not to appear to be unnecessarily complicated, ever churning out unfamiliar, high-sounding phrases to impress. Most, often do not. Keep it short and simple is good advice we know.

As a writer targeting the international market, WHAT should I write about? Experience has shown that it often pays to write on issues that one has comparative advantage in. My country Kenya for instance, is a leading producer of coffee and tea. Someone in Hong Kong will probably be more keen to read my piece than from somewhere else who may not even know what coffee berries look like. This therefore means that before venturing into unfamiliar territory, it is wiser to explore and exhaust familiar terrain. You just may be surprised to know how much more familiar territory is beckoning for your attention.

Target your audience well and research fully before setting out to write. Write about issues that are of interest to your readers or are topical. Do not waste time on a field you are ill at ease with. You could end up being laughed out of town by the very people you set out to thrill. Remember, words are your tools of trade. Try therefore, to paint graphic illustrations with these tools. Let your narrative power capture the imagination of the reader and help him 'visualise' what you are writing about. Do not appear distant and alien. Let the reader 'feel' the story.

Explain features or events the reader is unfamiliar with. Relate the narration to occurrences that may be better known elsewhere. For instance when writing an article about capital punishment in Kenya, try to relate this to recent judicial executions in countries that are better known like the United States, China or Saudi Arabia. Remember that we may be thousands of kilometres apart but we are all part of one global family. An event in our own backyard will somehow always have a correlation with another seemingly unrelated one thousands of kilometres away.
 

Copyright © 2000 Robert Oduol, Kenya
 

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