Tap into Your Clients’ National Pride

How proud are your foreign clients of their native country? Quoting a recent poll from the Reputation Institute, The Economist reports that, out of the 33 countries surveyed, Australian citizens ranked highest in their trust, admiration, respect and pride in their country.  (Canada took second place with poor Japan lagging far behind).

And why should you care? Well, if you were approaching prospective clients from Australia, you might want to incorporate this information into your marketing. For example, you might launch an advertising campaign that ties into an Australian national holiday (like Australia Day on January 26^th), or simply acknowledge the holiday with a card, phone call or email. By analogy, think of how proud most Americans are of  Thanksgiving, and how much Americans appreciate it when non-Americans acknowledge the holiday’s significance.

While I’m not suggesting that you go overboard and woo your clients Down Under with inflatable kangaroos like these chaps did, I am suggesting that you tap into your prospective clients’ sense of national pride. To do so, research your clients’ culture–but make sure that you’re researching the right one. (See Your Client’s Cultural Identity–It May Not Be What You Assume).  Acknowledging  symbols of national pride is a another powerful way to build meaningful client connections across cultures.