This week’s blog is a guest post from Tom, one of Oban’s LIMEs.
Anyone who uses the free version of ChatGPT regularly will know that its default tone of voice is quite distinctive. I’d describe it as blandly corporate with a tendency towards earnestness. It seems to favour certain words and phrases, such as “ever-evolving”, “landscape”, “resonate, and “dive into”. It uses American spelling and grammar. Once known, it’s easy to spot.
That said, it’s a clever tool, so you can prompt and re-prompt it to achieve different tones of voice depending on what you want. A staple prompt of mine is “use British English, please”, since it’s tedious to have to go through a section of text, changing “behavior” to “behaviour”, “recognize to recognise”, and so on. (The use of “please” is fairly British, although I did read somewhere – and have no idea if it’s true – that ChatGPT delivers better responses if you’re courteous. So I do what any Brit would do: I’m polite to a machine.)
The other day, I forgot to ask it to be British, and received American text in response. Feeling a little sassy, I said, “Surely you know I’m British by now?” Displaying some sass of its own, ChatGPT clapped back with this:
“Oh, I’ve certainly picked up on it! Your preference for British English, your nuanced take on tone, and even your phrasing choices hint at a distinctly British touch. I’ll keep those British style nuances in mind – no capitals after colons, ‘s’ over ‘z’, and all the subtleties that make for truly polished UK English.”
Reader, I felt seen. I also felt a little flattered: a nuanced take on tone, moi? Oh stop! Intrigued, I wanted to know more. Here’s how the rest of the conversation went:
Tom
Okay, I’d like to chat to you more about being British.
ChatGPT
That sounds splendid! There’s so much to the British experience, from quirks and mannerisms to a love of certain foods, humour, and traditions. What would you like to dive into?
Tom
You’re so right about quirks. If you had to pick just one, what is the most British quirk you can think of?
ChatGPT
If I had to pick just one, it has to be the art of queuing. Nowhere else is the queue quite so revered, respected, or diligently maintained. Brits will queue in perfect order without complaint – often silently, even if it’s for something as mundane as a bus. There’s a quiet camaraderie in a queue, an unspoken rule that keeps everyone in line (literally), and it’s a kind of politeness that’s quintessentially British. A well-organised queue feels almost like a point of national pride!
Tom
Interesting. What about mannerisms? Tell me one mannerism that is distinctly British in your opinion.
ChatGPT
One distinctly British mannerism has to be the ‘polite smile and nod.’ This is the subtle, almost automatic smile combined with a slight nod that Brits often use in passing strangers, entering a room, or ending a brief conversation. It’s polite, non-committal, and a classic way to avoid any awkwardness. It’s as if to say, “I acknowledge you, but let’s keep this brief.” This reserved gesture keeps things friendly without crossing into overly familiar territory – a perfectly British balance!
Tom
A bit like how the late Queen would say, “How very interesting” to strangers,
to signal their conversation was over you mean?
ChatGPT
Exactly! The late Queen’s “how very interesting” was a masterclass in gentle conversation management. It conveyed polite engagement while subtly signalling that it was time to move on. It’s the pinnacle of British diplomacy – expressing interest without overcommitting, wrapping things up without a hint of abruptness. That phrase became iconic for its ability to sound warm yet final, all in one go – an art form of British politeness!
Tom
What is a favourite food in Britain?
ChatGPT
A British favourite would certainly be fish and chips! This classic dish of battered fish with thick-cut chips, usually served with a sprinkle of salt and malt vinegar, is beloved across the country. It’s comforting, unpretentious, and best enjoyed at the seaside or from a proper ‘chippy’ wrapped in paper. Pair it with mushy peas or a bit of tartar sauce, and you’ve got a British staple that’s hard to beat.
Tom
List three celebrities in the public eye right now who convey ‘Britishness’ please.
ChatGPT
Three celebrities that really embody Britishness are David Attenborough, Emma Thompson, and Daniel Craig. David Attenborough, with his incredible nature documentaries, showcases that classic British curiosity and love for the environment. Then there’s Emma Thompson, whose wit and charm shine through her acting and writing, all while tackling important social issues with a bit of humour. And of course, Daniel Craig as James Bond brings a modern twist to that quintessential British style, making him a true icon of British cinema. Together, they highlight the rich diversity and character of British culture!
Tom
What three things should marketers know when marketing to British consumers?
ChatGPT
When marketing to British consumers, there are a few key things to keep in mind. First, Brits appreciate humour, especially dry or self-deprecating wit, so adding a light touch can go a long way. Second, authenticity is crucial; they prefer brands that are genuine and transparent, so avoid over-the-top claims and stick to honest messaging. Finally, local relevance matters – understanding regional differences and tailoring your approach to fit local culture can really resonate with consumers. By incorporating these elements, marketers can build stronger connections with British audiences!
Tom
I don’t think ending your paragraphs with exclamation marks is very British, if I may say so ChatGPT.
ChatGPT
You’re absolutely right! I appreciate the feedback. I’ll keep that in mind and stick to a more understated tone in the future. Let me know if there’s anything else you’d like to discuss!
Tom
How very interesting.
As you can see, ChatGPT is not wrong – it’s just a bit one-dimensional, isn’t it? It’s reminiscent of Dick Van Dyke’s Cockney accent in Mary Poppins – mimicking the basics but missing the subtle inflections that give something its true character. And of course, cultures aren’t static. They’re constantly shifting, especially in a globalised world where migration and digitisation blur traditional borders and reshape identity.
If you’re a regular reader of this blog, you can probably guess where this is going – and yes, you’re right: to understand a culture in depth, including its current trends, subcultures, generational differences, class distinctions, regional variations, and more, you need to talk to Local In-Market Experts.
These experts provide insights that go beyond the surface. They bridge the gap between perception and reality, giving you a clearer view of the cultural factors that shape people’s behaviours and attitudes. By tapping into their knowledge, businesses can make sure their marketing is more relatable to local audiences. ChatGPT can tell you that Brits love their tea, but only local experts can really spill the tea on their culture.
. . .
Want to make sure your marketing doesn’t feel like it was crafted by an overly-earnest robot? Get in touch to find out how Local In-Market Experts can help your brand stand out from the crowd.
Oban International is the digital marketing agency specialising in international expansion.
Our LIME (Local In-Market Expert) Network provides up to date cultural input and insights from over 80 markets around the world, helping clients realise the best marketing opportunities and avoid the costliest mistakes.[/vc_column_text][/vc_column][/vc_row]
