Is It Wrong, or Just Not American?

Posted: July 30, 2025

One of the hardest parts of localization is this: your English might be correct—but it might still be wrong for the people you're trying to reach.

We’ve worked with dozens of international brands whose writing was technically perfect. No misspellings. No grammar errors. No broken logic. But something still felt “off.” Their copy didn’t feel wrong—it just didn’t feel American.

The Hidden Language of Cultural Fit

Think about how you respond when reading content that sounds “foreign” in your own language. Do you trust it more—or less? Do you find it easier to understand—or slightly harder? Most importantly, do you feel like it’s speaking to you?

Now flip that around. Your carefully translated product description might be flawless English. But if the structure, tone, or style doesn’t match what American buyers are used to seeing, it won’t land. And when trust doesn’t land, sales don’t either.

What “Correct” English Misses

Here’s an example from a skincare brand:

“This formulation allows for optimal epidermal absorption without risk of surface residue.”

It’s accurate. It’s intelligent. It’s also… sterile. Clinical. Overwritten. Now compare it to:

“Your skin absorbs what it needs—no greasy layer left behind.”

Same product. Same benefit. Completely different emotional tone. The first version is textbook science. The second is everyday clarity.

American Buyers Want Confidence, Not Complexity

U.S. markets—especially consumer-facing ones—favor simplicity, directness, and casual confidence. Even in technical sectors like electronics or health supplements, the tone is often brisk and friendly. A sentence that sounds perfectly respectful in another culture may come across as timid or vague in the U.S.

That’s why phrasing like “Kindly be advised that the user should avoid excessive exposure” feels outdated to American readers. They’d prefer: “Keep it out of direct sunlight.”

Formal ≠ Professional

One of the biggest misconceptions is that using overly formal English will make your product feel more professional. In the U.S., this usually has the opposite effect. It makes your brand sound distant, outdated, or disconnected from the customer’s real-life experience.

In fact, the most professional-sounding brands in America use the simplest language possible. Think Apple. Nike. Netflix. Their copy reads like something you'd say to a friend—because in American culture, relatability equals reliability.

The Hidden Impact of Being “Off”

When tone is just slightly wrong, buyers can’t always explain it. But they’ll feel it. And they’ll often leave your product page without even realizing why. The problem isn’t big enough to complain about—but it’s big enough to stop them from clicking “buy.”

We once reviewed the landing page of a premium electric kettle brand. Everything looked polished—until we read this line: “Warm beverage functionality is assured upon completion of heating cycle.” Most American buyers would rather read: “Hot tea, ready when the light turns off.”

Three Ways to Sound More American (Without Losing Yourself)

• Start with the feeling: Don’t just explain the feature—describe what it feels like to use the product.
• Use verbs more than nouns: Americans tend to prefer action-oriented copy. “Protects your skin” works better than “skin protection properties.”
• Replace formality with rhythm: Short sentences. Clear flow. Natural transitions.

Don’t Fake It. Localize It.

This doesn’t mean copying slang or trying to sound “hip.” In fact, that can backfire. What works best is subtle, sincere tone adjustment. Keep your core message—but shape the delivery to fit the reader.

Think of it like adjusting your posture when walking into a room. You’re still you. You’re just presenting your best version for the space you’re in.

Localization Isn’t Translation

At Native English, we don’t rewrite your story. We retune it. Our job is to make sure your words say what you mean—and sound the way your buyers need to hear them.

When you stop worrying about being “correct” and start aiming to feel native, everything changes: your engagement rate, your return rate, and your buyer confidence.

And that’s how “not wrong” becomes “just right.”