Thinking about you
Although English does not differentiate between the formal and familiar “you” forms, many other languages do, presenting marketing specialists and copywriters with sometimes difficult choices. Linguistic and cultural differences between different regions are so pronounced that not being aware of them could lead your business into trouble.
“The absence of the [formal] “you” in Latvia freaks me out. Everyone uses only the [familiar] “you”, absolutely everyone. I’ve been trying to get used to it for three years already, but still can’t. Of course, they are not trying to be rude, they just haven’t got the polite form,” Ilya Krasilshchik, the publisher of the Riga-based Russian news portal Meduza, complained recently on Facebook, provoking a huge discussion on the use of formal and familiar forms of address in marketing and client relations.
While the discussion — and the problem itself — may be hard to understand for native English-speakers, it’s a real issue in Slavic and Baltic languages, as well as in some other Indo-European tongues. What makes it really complicated is that it’s not just about grammar, but also about the communicative traditions of different regions. In Russia, the formal “you” (вы) is considered to be the optimal choice when addressing a client, while the familiar “you” (ты) is reserved for friends and acquaintances. What’s more, if you want to be really polite, you have to start “Вы” with a capital letter (but, to make it even more puzzling, this is only if you are referring to a single person, not a group,). Take the same Russian language to neighbouring Latvia, and the cultural norms miraculously transform — here, “вы” is often considered to be too formal and cold, so clients are regularly addressed informally when using online stores, social networks, corporate websites and even bank apps, which leads to some being offended, or at least surprised (“do we know each other?”).
Across Europe, traditions vary widely, but the general rule is: the further south you go, the less formal communication is. In Germany, the informal “du” is somewhat less acceptable than its analogue “tu” is in France, although both of these languages privilege the formal address (sie, vous) for people one doesn’t know closely. Italy, by contrast, is well-known for its extremely informal communication habits. There, if someone says “Ciao, bella!”, they’re not necessarily trying to pick you up: it’s common to be addressed like this in a food store. If you come from the north of Europe, blushing and embarrassment are guaranteed.
So, what is the takeaway for businesses from all of this? First, when entering a new market, do your research on communication traditions. Hiring local professionals will certainly cost you less than making mistakes. Second, don’t be too obsessed about making direct address to customers the central (or only) way of communicating your company’s tone of voice. There are many other channels through which your business can express to your audience that it is open, friendly and accessible. Take your time to explore these options of tone and style with communication professionals you trust, as you can’t rush building your brand’s identity and character.
