In our globalised world, where communication across different cultures and languages is essential, it is crucial to understand and address the specific needs and expectations of different audiences. This also applies to writing content for a German audience. German is a highly expressive language with a rich cultural history and numerous nuances. Here are nine key things to keep in mind when writing content for Germans in German.
German is spoken not only in Germany but also in Austria and Switzerland. In Switzerland and Austria, the use of German is very different from that in Germany itself. Apart from dialects, cultural differences make writing the same texts for readers from all three countries almost impossible.
1. Language and style
“Image capturing the essence of German language and culture. It portrays a scene set in a traditional German library with elements symbolising the depth and tradition of the German language”
The German language is characterised by its precision and clarity. Avoid writing too colloquially or too formally, but choose an appropriate and accessible style that conveys your message. Also, pay attention to grammatical and syntactical correctness, as mistakes can affect the confidence of your readership. In Germany, in particular, you will encounter critical readers who may forgive one mistake but immediately doubt the authenticity and even the message of the entire text if there are too many errors. People whose native language is English are much more generous here - perhaps because English is spoken more poorly than well by most people, and there is, therefore, a lot of tolerance.
2. Cultural sensitivity
“Image depicting a scene of cultural sensitivity, featuring elements from various cultures in a harmonious and inclusive setting. The visual aims to capture the essence of global unity and understanding:”
Germany has a rich cultural diversity, and it is essential to be sensitive to cultural differences and particularities. Avoid stereotypical representations or assumptions and respect the diversity of German culture and way of life. This applies above all to dialects. In the small country of Germany, the dialect changes almost every 200 kilometres. It is, therefore, always best to stick to High German.
3. Localisation
“Image showcasing a local German village scene, emphasising the local German language and culture. The image captures the essence of daily life in a German village, highlighting traditional architecture, markets, and the vibrant use of the German language among residents.”
Consider regional differences and particularities, especially if you are creating content for a German-speaking audience in different countries. Differences in dialects, regional expressions and cultural traditions can significantly impact how articles are received. This point is similar to the previous one in this respect, but the importance of this cannot be emphasised enough. Germans generally like to be taken seriously, so instructive articles are poorly received. It may sound like we're all playing to stereotypes here, but stereotypes exist for a reason. There is a general attitude, mindset and perception based on collective experiences in the past and the resulting upbringing styles and learned behaviour patterns.
4. Relevance and topicality
“Image depicting the relevance and topicality of the German language today. The scene is set in a modern urban environment, showcasing how the German language integrates with contemporary life, technology, and culture:”
Ensure that your content is relevant and up-to-date to attract and retain the interest of your readership. This can mean looking at current events, trends and developments in Germany and the world and ensuring that your content refers to them. Of course, this applies to any readership of any ethnicity.
5. Authenticity and credibility
“Image that highlights the authenticity and credibility of the German language, set within a grand, historic library filled with ancient manuscripts and scholarly works. The visual emphasises the language's rich literary heritage and its relevance in contemporary academic pursuits:”
German readers value authenticity and credibility. Therefore, endeavour to be transparent and honest and verify your sources to gain the trust of your readership. Avoid exaggerated or unrealistic promises and present your content in a way that is trustworthy and credible. This doesn't just apply to promises. If you write too euphorically, you risk your article not being taken seriously by German readers. Unlike US Americans, for example, where exaggeration is good form, Germans tend to switch off when articles use a lot of superlatives. It seems unbelievable to them because of the way it is expressed.
6. Reader-centred approach
“Image depicting a reader-centred approach to the German language showing a person engaging deeply with German literature in a cosy and modern reading nook. This visual emphasises the personal connection and active engagement between readers and German texts, highlighted by the presence of annotations, notes, and digital learning tools”
Remember that your readership is at the centre of everything you do. Endeavour understanding their needs, interests, and concerns and adapting your content accordingly. This may mean responding to your readers' questions, problems and challenges and providing relevant and valuable information.
7. Courtesy and respect
“Image that captures the themes of courtesy and respect within the German language and cultural context. The scene depicts a formal classroom setting where the values of polite communication and mutual respect are emphasized through language learning and cultural exchange”
German readers value politeness and respect in communication. Therefore, avoid coarse or disrespectful language and address your readers appropriately.
8. Interactive elements
“Image showcasing the interactive elements of the German language through modern and engaging learning environments. This visual highlights how technology can enhance language learning by making it more immersive, personalized, and fun. Each scene is set in a classroom equipped with the latest tools for language practice”
Integrate interactive elements such as polls, quizzes, or comment sections to involve your readership and actively encourage exchanging ideas and opinions. This can increase engagement and interaction with your content and build a vibrant and dynamic community if that is the goal. Of course, this is inappropriate if your article is solely intended to inform.
9. Humour
“Image that captures the essence of humour in German set within a lively and inviting living room scene. This visual depicts friends sharing laughs and enjoying humorous German content, highlighting the playful and universal appeal of humour”
To use humour as a stylistic device, you must know Germans have a distinctive sense of humour. You need to know your target audience well to use humour, as each age group and demographic subgroup has its sense of humour. Work out the persona correctly to formulate humour for this target group. This applies not only to humorous content but also to colloquial language. A 50-year-old reader from the labour force needs to be addressed differently from a 25-year-old law student.
Final thoughts
Achieving the right balance between clarity, relevance, authenticity, and reader orientation is essential when writing for a German audience. Understanding the cultural and linguistic nuances unique to readers in Germany, Austria, and Switzerland is critical to crafting engaging content that resonates with them. Although challenging, this careful consideration ensures content reaches and positively impacts its intended readership, fostering loyalty among them.