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Module 20 — International Expansion & Multi-Market Operations
Localised Ad Creative — Voice, Phrasing, Pricing
12 min · video · Advanced
Your AU ad creative converts at 2% in AU and 0.6% in US. Your AU customer photos look casual; US consumers expect more polished. Your AU testimonials reference Sydney and Melbourne — irrelevant to a customer in Phoenix or London. Localised ad creative isn't optional for serious international scaling. Today: how to localise voice, phrasing, pricing, and visuals for US and UK markets.
Why AU creative doesn't translate
Three structural reasons AU ad creative underperforms in US/UK:
- Voice cadence and slang. AU casualness ("g'day," "no worries") confuses US/UK consumers. AU directness reads aggressive in US. AU understatement reads boring in US.
- Cultural references. AU customer testimonials about "Sydney" or "Bondi Beach" don't resonate in US/UK. They feel foreign in a way that hurts trust.
- Pricing display formatting. AU "A