Freelance Writing

by Mike Sedge  
 

The first step toward successful international sales is to know the markets. You’ve heard that, I am certain, over and over again. When I say, "know" the markets, however, I am not referring only to the age, sex, and economic state of the readers. In the global marketplace, you must also know and understand their habits, their religion, their environment, the television programs they watch, the languages they speak, and many more aspects of daily life to which North American freelancers need give little concern.

International marketing calls for knowledge of various social, political, and cultural habits of the country in which you hope to sell your work. Lack of such insight can sometimes be the difference between a check in the mail or a rejection slip. A single cultural or political error in your query letter, article, or images can get you a quick "no thanks" from editors, as well as plant doubt in their minds that may influence your credibility for future sales.

In most cases, people living outside North America do not think like Americans and Canadians, and vice versa. There are hundreds of stories to exemplify this. One of the best, however, is Chevrolet’s effort to sell the Nova in Spain. As the marketing department prepared to launch the car, someone said, "Hey, doesn’t anyone here speak Spanish? The words no va mean ‘it doesn’t go.’ Who in their right mind would buy a car that doesn’t go?" In a similar vein, "Body by Fisher" translates as "Corpse by Fisher" in Japanese.

Cultural Barriers
But language differences are only one aspect you, as an international freelancer, must keep in mind as your work travels abroad. More important are the cultural barriers. Corn on the cob, for instance, is an hors d’oeuvre in England. Vicks VapoRub is used in many tropical areas primarily as a mosquito repellent. It is a very good idea, in fact, to avoid using brand names, products, or images in your articles if at all possible.

Colors, too, have different meanings in different countries. In Brazil, purple is a death color, while in Hong Kong, white is for funerals. In Mexico, death is associated with yellow flowers and in France the same flowers suggest infidelity. White lilies, though they look beautiful, are never given in England, unless you desire to give a death wish. Red is popular in all Chinese-speaking areas and in Italy. In the latter country, red roses could represent a special emotion if given to someone of the opposite sex.

In the freelance guidelines for Muhibah, the in-flight magazine for Royal Brunei Airlines, editor Fong Peng Khuan warns, "Please be aware that as Brunei is an Islamic country, we cannot feature, mention, nor make reference to alcohol, religion (other than Islam), dogs, pigs, political commentary, human body parts, or women in revealing clothing."

There is no doubt that a writer or photographer submitting material that crosses these guidelines would seriously damage his or her chances of working with Khuan. Religion is a major influence on the value systems and the behavioral patterns of many nations. In Saudi Arabia, for instance, one would never think of giving a gift to another man’s wife, or offering anything alcoholic. Such things are directly regulated by religious beliefs.

Environments
Other influences that you should be aware of are those brought about by educational and social environments. A few years back, a friend in New York wrote an article for a European publication informing readers that they could purchase all the materials mentioned at their local Kmart or Wal-Mart stores.

The editor rejected the story, stating that "there are no Kmarts or Wal-Marts in France." In many parts of the world, in fact, one-stop shopping is unknown. In much of western Europe, individuals doing their weekly or daily shopping might go to five or six different stores: one for meats, one for bread, one for cheeses, one for cleaning items, and so on. While doing so, they mingle with friends and neighbors and have an opportunity to catch up on local gossip.

Had the writer done her market research, she would have known better than to include the popular U.S. chain stores and might have made not only the first sale, but might also have developed a long-term working relationship with the editor.

Study the Lifestyles
As you can see, knowing the habits and cultures of various foreign countries takes some effort. Being aware of the environment in which editors and art directors work and live, however, can make a difference in your international success. The best way to begin is to select a few prime countries for the work you hope to sell and study the lifestyles of those nations.

I was fortunate early on in my foreign marketing in that someone introduced me to the U.S. Government Printing Office’s series Background Notes. Updated by the State Department, these short, informative documents provide a quick education on a given country, its people, history, economy, and much more.

Each Background Notes costs $5 and can be ordered from the Superintendent of Documents, U.S. Government Printing Office, Washington, D.C. 20402. You can also call customer relations at (800) 274-4477 or (202) 783-3238. Internet users can obtain copies by addressing e-mail requests to order@bernan.com or through the webpage http://www.bernan.com. In the latter case, you go into the Government Printing Office database and search the library for the document number. The easiest way to do this is to use the name of the country you are interested in. Once you find the Background Notes you want, simply click on the order box.

A less expensive way to get a general background of a country is to consult an almanac or The Book of Facts and Records, found in most libraries. These contain complete listings of every country in the world with demographics, currency exchange rates, histories, political issues, and more. The key is to find the most current edition possible.

The foreign marketplace is huge, exciting, and often overwhelming. It’s like being in a maze of unique and unfamiliar peoples and languages. Though you may not understand everyone and everything you encounter, try to understand the cultures from which they’ve come. You will find it makes a world of difference in your international freelance success.

Arena
Third Floor, Block A
Exmouth House
Pine Street
London EC1R 0JL
UK
Tel. 44-171-837-7270
Fax 44-171-837-3906
Editor: Peter Howarth

Articles up to 3,000 words bring £200 per 1,000, while images bring fees based on usage/size. And what about topics? Nearly anything: art, architecture, profiles, politics, sports, business, music, movies, fashion, news. You name it, Arena covers it. Query first.
 

Asian Diver Online
P.O. Box 335
Singapore 912412
E-mail Infor@asiandiver.com
Website www.asiandiver.com
Editors: Julia Goh and Barry Lee Brisco

As the name indicates, this is an Internet magazine covering all aspects of sport diving, with emphasis on Asian locations. Length: 400-1,200 words. Payment is 15¢ per word; $35 per photo—$100 for the cover. Query by E-mail.
 

Australian Geographic
P.O. Box 321
Terrey Hills
NSW 2084, Australia
Tel. 61-2-450-2344 
Fax 61-2-450-2990
Editor: Howard Whelan

Covers Australian lifestyle, natural history, technology, research, and science. Most articles are commissioned, so a query is suggested. Length for short items is 300-800 words; features are 2,000-3,000 words. Photos are also commissioned or purchased as a package with text. Payment: $500 per 1,000 words; photo rates are negotiated.
 

   -- MS
    © 1998 Michael Sedge