Why Your Reader Changes How You Write
I write for both British and American websites, and it keeps me on my toes. Surely, they're not so different, right?
OK, so there are a few spelling differences—colour becomes color, and you swap out s’s to z’s. Change the language setting in your spell checker, and Bob’s your uncle.
But Uncle Bob could be the problem if you’re writing to an American audience. While most of us Brits know the expression, the same can’t be said for those across the pond. It’s in the specific words and phrases where things get tricky.
Same Language, Not the Same Understanding
When I’m writing for a US website, I need to be conscious of the words, expressions, and cultural references I use.
If I tell an American reader that something is a bit of a faff, will they get it?
My need to get it right means I end up with a search history that includes things like:
Do Americans understand “taking a punt”?
What’s a better way to say “get the ball rolling” in the U.S.?
Is “not my cup of tea” too British?
This might seem like extra work. Does the reader notice to any extent whether the phrase is more British or American? If I’ve done the job right, then they shouldn’t notice the effort. The language should feel natural and familiar to them. Choosing the right language is about knowing your audience and what resonates with them.
You can normally feel when something isn’t quite written for you. Not because it’s wrong, but because it doesn’t sit naturally in your head as you read it. It’s a bit like ordering your usual dish at your favourite restaurant, and it tastes almost the same, but something is slightly different.
You can’t immediately put your finger on what’s changed, but you notice it all the same. And that distraction takes attention away from the content's actual message.
Writing for Your Audience
Writing for a UK or US reader is just one part of understanding your audience. Writing for a different audience will influence the language you use or how you might present an idea.
Let’s say you’re writing a yoga piece. If your audience is a yoga instructor, you can use terms like pranayama or savasana without explaining them, because the language is recognisable and they can easily understand you.
But if you’re writing to someone who’s never unrolled a yoga mat before, those same terms can feel like a barrier. Not because they’re wrong, but because they assume a level of knowledge the reader might not have yet. And that gap can be enough for someone to feel like the content isn’t really for them, like they’ve gate-crashed a party they’re not supposed to be at.
These details are worth considering, even if it means pausing to think about your audience before and after drafting, to ensure you stay focused on your reader.
Each time I start a new project, one of my first questions is who is my reader? The answer will influence my content and how I present it.
It’s why I find myself double-checking phrases, reworking sentences, and sometimes sitting with something a little longer than expected. I want it to feel right for the reader it’s intended for. As I said, it keeps me on my toes, but sometimes phrases slip away from the screen and into my vocabulary.
So if you ever hear me talking about waiting in a long line…
y’all know I’ve been writing for the US again.
Thanks for Reading!
Whether you have a UK or US-based website, I can help with your content.
Let’s chat.
