Why correct English still loses the sale
School English is English that avoids losing points. Business English is English that keeps someone reading. They are not the same skill. A grammatically flawless translation of Japanese business politeness reads as distant, indirect and slow to an American buyer.
American readers decide in the first line or two whether a message concerns them. Preambles, apologies and modesty sit in front of that decision, so people leave before reaching the point. The problem is sequence, not vocabulary.
Directness is not rude in the U.S. — it reads as respect for the reader's time. The fear that a short message is impolite is the single most expensive misunderstanding Japanese sellers carry into the American market.
Every example below comes from a real selling situation. Compare the literal translation with what an American would actually write.
Six rules of American tone
The principles behind every rewrite in this article.
Contractions are not sloppy
I'm, it's, we'll, don't. Writing them out in full — I am, it is — makes an email sound like a legal notice.
One idea per sentence
Japanese tolerates long chained sentences; English does not. Cut at every 'and' that joins two thoughts.
The subject must be visible
Japanese drops the subject freely. In English a missing 'I' or 'we' makes the sentence sound broken, not humble.
Exclamation points are warmth, not shouting
One per message is normal in U.S. retail. Zero can read as cold, three reads as a scam.
'Sorry' is cheap in the U.S. — spend it once
Repeated apologies suggest fault. One apology and a fix suggests competence.
Keep your Japanese where it is an asset
Washi, sakura, kawaii, the name of your town. Keep those. Translate the business language, not the brand language.
Example sentences by situation
Japanese instinct, then literal English, then natural American English.
Product listings & descriptions
American listing copy is concrete first, poetic second. Specs, then feeling.
Opening line of a description
- Japanese instinct
- この度は当店の商品をご覧いただき、誠にありがとうございます。
- Literal (unnatural)
- Thank you very much for looking at our shop's product this time.
- American English
- A 15mm washi tape printed with hand-drawn cosmos flowers — 10m per roll.
Why it works: American shoppers skim. The first line should describe the product, not thank them. Save gratitude for the packing note.
Describing quality
- Japanese instinct
- 日本の職人が丁寧に作った高品質な商品です。
- Literal (unnatural)
- It is a high quality product made politely by Japanese craftsman.
- American English
- Made in Japan by a small family press that has been printing since 1968.
Why it works: 'High quality' is a claim; a detail is proof. Americans trust specifics — a year, a town, a machine, a number.
Explaining handmade variation
- Japanese instinct
- 手作りのため、多少の個体差がございます。ご了承ください。
- Literal (unnatural)
- Because it is handmade, there are some individual differences. Please understand.
- American English
- Each one is cut and pressed by hand, so no two are exactly alike — small variations are part of the piece.
Why it works: 'Please understand' reads as 'do not complain'. Reframe the variation as the value, not the defect.
Color disclaimer
- Japanese instinct
- モニター環境により実際の色と異なる場合がございます。
- Literal (unnatural)
- Depending on the monitor environment, it may differ from the actual color.
- American English
- Colors can look slightly different on your screen. Photo 3 is closest to the real thing.
Why it works: Do not just warn — solve it. Pointing to the most accurate photo removes the hesitation instead of adding one.
Sizing
- Japanese instinct
- A5サイズ（148×210mm）です。
- Literal (unnatural)
- It is A5 size (148x210mm).
- American English
- A5 (5.8 x 8.3 in / 148 x 210 mm) — fits most six-ring and disc planners.
Why it works: Most Americans cannot picture A5. Give inches first, then say what it fits. Compatibility sells planner goods.
Limited stock
- Japanese instinct
- 数量限定のため、お早めにどうぞ。
- Literal (unnatural)
- Because it is limited quantity, please hurry.
- American English
- This is a one-time print run of 200 — once they are gone, they are gone.
Why it works: Urgency needs a number to be believable. Vague hurry-up language reads as a sales trick in the U.S.
Shipping, delays & problems
The American instinct is: what happened, what you are doing, when it is fixed. Apologise once, then act.
Shipping confirmation
- Japanese instinct
- 本日、商品を発送いたしましたのでご連絡申し上げます。
- Literal (unnatural)
- I inform you that I shipped the product today.
- American English
- Your order shipped today! Tracking: EE123456789JP. It usually takes 7–14 days to reach the U.S.
Why it works: Include the tracking number and a time window in the same message. That single habit removes most 'where is my order' emails.
Apologising for a delay
- Japanese instinct
- この度は大変ご迷惑をおかけし、誠に申し訳ございませんでした。
- Literal (unnatural)
- This time I am truly sorry for causing you great trouble.
- American English
- I'm sorry about the delay. Your package cleared customs this morning and should arrive by Friday.
Why it works: One short apology plus a fact beats three sentences of formal regret. Long apologies make Americans assume the problem is worse.
Item arrived damaged
- Japanese instinct
- 恐れ入りますが、写真をお送りいただけますでしょうか。
- Literal (unnatural)
- I am afraid, but could you please send me the photograph?
- American English
- Oh no — could you send me a quick photo of the damage? I'll get a replacement out to you as soon as I see it.
Why it works: Lead with empathy, ask for one thing, and promise the next step. Requests without a promise feel like stalling.
Customs and duties
- Japanese instinct
- 関税が発生する場合がございますが、お客様のご負担となります。
- Literal (unnatural)
- In the case customs duty occurs, it becomes the customer's burden.
- American English
- U.S. orders under $800 are usually duty-free. If a fee does come up, it's paid by the buyer at delivery.
Why it works: Give the reassuring fact first, then the condition. Same information, far fewer abandoned carts.
Refusing a request politely
- Japanese instinct
- 申し訳ございませんが、対応いたしかねます。
- Literal (unnatural)
- I am sorry but I cannot cope with it.
- American English
- I'm not able to do that one, but here's what I can do — I can hold the order until Monday.
Why it works: 'No, but here is what I can do' is the American refusal formula. A bare no reads as cold; an alternative reads as service.
Thank-yous, reviews & customer care
Warmth in American English is casual, specific and short. Formality reads as distance.
Packing slip note
- Japanese instinct
- この度はご購入いただき誠にありがとうございました。またのご利用をお待ちしております。
- Literal (unnatural)
- Thank you very much for your purchase this time. We are waiting for your use again.
- American English
- Thank you for choosing this one — I hope it finds a good spot on your desk. — Gin
Why it works: 'We are waiting for your use again' is a direct translation trap. Sign with a name; a human name outperforms a shop name on notes.
Replying to a 5-star review
- Japanese instinct
- この度は嬉しいレビューをありがとうございました。
- Literal (unnatural)
- Thank you for the glad review this time.
- American English
- Thank you so much for this! I'm really glad the tape arrived safely.
Why it works: Drop 'this time' (この度は) entirely — English has no equivalent and it always sounds translated.
Replying to a critical review
- Japanese instinct
- 貴重なご意見をいただき、ありがとうございます。今後の改善に努めます。
- Literal (unnatural)
- Thank you for your precious opinion. I will make an effort for future improvement.
- American English
- Thanks for the honest feedback. You're right that the packaging was thin — I've switched to rigid mailers as of this week.
Why it works: Americans read a vague improvement promise as a brush-off. Name the change and the date; other shoppers are reading this reply.
Answering a question in DMs
- Japanese instinct
- お問い合わせありがとうございます。ご質問の件ですが、はい、可能でございます。
- Literal (unnatural)
- Thank you for your inquiry. Regarding your question, yes it is possible.
- American English
- Yes, absolutely — I can gift wrap it. Just add a note at checkout.
Why it works: Answer in the first three words. American DM etiquette treats a preamble as a delay.
Restock announcement
- Japanese instinct
- お待たせいたしました。人気商品が再入荷いたしました。
- Literal (unnatural)
- Sorry to have kept you waiting. The popular product is restocked.
- American English
- It's back — the sakura letter set restocked this morning. 40 sets only.
Why it works: Name the product, not the category. 'It's back' is the phrase Americans actually use in restock posts.
Wholesale & business emails
U.S. buyers open dozens of emails a day. Short, direct and confident is read as professional, not rude.
Cold email to a shop
- Japanese instinct
- 突然のご連絡失礼いたします。私は日本で文房具を制作しております○○と申します。
- Literal (unnatural)
- Excuse me for the sudden contact. I am ○○ who is producing stationery in Japan.
- American English
- Hi Maya — I'm Gin, I make letterpress notecards in Kyoto. I think they'd sit well next to the ceramics in your front window.
Why it works: Never apologise for emailing. Use the buyer's first name, say what you make in one line, and show you have seen their shop.
Sending a line sheet
- Japanese instinct
- ご検討のほど、何卒よろしくお願い申し上げます。
- Literal (unnatural)
- I humbly ask for your kind consideration.
- American English
- Line sheet attached — wholesale is 50% of retail, minimum $150, ships in 2 weeks. Happy to send samples if that's useful.
Why it works: Replace the closing formality with terms. Buyers decide on MOQ, margin and lead time, so put all three in the email body.
Following up on no reply
- Japanese instinct
- 先日お送りしたメールの件、ご確認いただけましたでしょうか。
- Literal (unnatural)
- Have you been able to confirm the mail I sent the other day?
- American English
- Just floating this back up in case it got buried — still happy to send samples whenever you're ready.
Why it works: Americans follow up without embarrassment. Blame the inbox, not the person, and repeat the offer.
Negotiating terms
- Japanese instinct
- 難しいかもしれませんが、ご検討いただけますと幸いです。
- Literal (unnatural)
- It may be difficult, but I would be happy if you consider it.
- American English
- I can do net 30 on this first order if you can commit to $400. Does that work on your side?
Why it works: Do not pre-apologise for your own ask. State the trade, then ask a closed question that is easy to answer.
Phrases to retire, and what to say instead
Swapping these ten changes the impression of everything you write.
| Avoid | Use | Why it works |
|---|---|---|
| Please understand. | Thanks for your patience. | 'Please understand' sounds like an order to stop complaining. |
| I'm sorry for the inconvenience this time. | Sorry about that. | Drop 'this time'. One casual apology carries more sincerity than a formal one. |
| We are waiting for your next use. | Hope to see you again! | 'Use' applied to a customer is unnatural in English. |
| Please kindly confirm. | Let me know if that works. | 'Kindly' in business English reads as stiff or slightly passive-aggressive. |
| It is a very cute and lovely item. | Cute enough to keep on your desk, sturdy enough to actually use. | Stacked adjectives feel empty. Contrast is what Americans find persuasive. |
| I will make an effort. | Here's what I'm changing. | Effort is invisible. Americans measure the change, not the intention. |
| Dear customer, | Hi Sarah, | First names are standard in U.S. commerce, even on a first email. |
| Thank you for your inquiry. | Great question — | Opens warm and moves straight into the answer. |
| Please be advised that shipping takes time. | Shipping takes 7–14 days. | 'Please be advised' adds words, not information. Numbers reassure. |
| My English is poor, sorry. | (delete it) | This line lowers trust before the buyer has judged anything. Never open with it. |
Five formulas worth memorising
Five patterns will take you further than five hundred new words.
The three-line reply
Pattern · Answer → Reason or detail → Next step
Yes, I can ship to Canada. It's $12 and takes about two weeks. Want me to add it to your order?
Almost every customer message can be answered in three lines. Anything longer usually means you are apologising or explaining Japanese business etiquette that the reader does not need.
The problem sandwich
Pattern · Empathy → Fact → Fix with a date
Oh no, that shouldn't have happened. The box was crushed in transit — a replacement goes out Monday.
Empathy first buys you the reader's patience. The date at the end is what actually stops the follow-up email.
The listing opener
Pattern · What it is + key spec → who it is for → one sensory detail
A 15mm washi tape with hand-drawn cosmos. Made for planner layouts and letter sealing. The ink has a faint matte finish you can feel with a fingertip.
This order matches how Americans scan a page: identify, qualify, then fall in love. Reverse it and they leave at line one.
The soft no
Pattern · I'm not able to X, but I can Y.
I'm not able to hold items without payment, but I can send you a link the moment it restocks.
American politeness lives in the alternative, not in the apology. Give one and the refusal stops feeling like rejection.
The confident close
Pattern · Concrete offer + easy question
Samples are ready to go — want me to drop three in the mail this week?
Replace 'thank you for your consideration' with a yes/no question. Emails that end in a question get answered.
Copy-and-paste templates
Replace the bracketed parts and send.
Order shipped
Hi [Name] — your order shipped today! Tracking: [number] It usually takes 7–14 days to reach the U.S. I'll keep an eye on it from my side too. — Gin
Shipping delay
Hi [Name] — quick update: your package is sitting in customs a little longer than usual. I'm sorry about the wait. Latest scan was [date], and these normally clear within a week. If it hasn't moved by [date], I'll send a replacement at no cost. — Gin
Damaged item
Oh no — I'm sorry it arrived like that. Could you send me a quick photo of the damage and the box? Once I have it, I'll ship a replacement the same day. No need to send the original back. — Gin
Refund confirmation
Hi [Name] — your refund of $[amount] is on its way back to your card. Most banks show it within 5 business days. Thank you for being patient with me on this one. — Gin
Wholesale intro
Hi [Name] — I'm Gin, I make [product] in [city], Japan. I've been following [shop] and think these would sit well next to your [specific product]. Line sheet attached: wholesale is [x]% of retail, minimum $[x], ships in [x] weeks. Happy to send a sample set if that's easier to judge. — Gin
Restock announcement
It's back! The [product] restocked this morning — [number] only this time. Same [detail] as the first run. Link in bio.
A 15-minute daily practice
1. Open one of your listings
Read only the first three lines. If line one is a greeting or a thank-you, delete it and describe the product instead.
2. Reread five past replies
Count your sorrys and thank-yous. More than one of each per message? Cut it to one.
3. Read three American shops
Copy out descriptions from U.S. brands at your price point. Imitate the word order, not the words.
4. Cut at every 'and'
Split joined sentences in two. That alone gives your writing an English rhythm.
5. Read it aloud
If you need two breaths, the sentence is too long.
Related course
After the Sale — the whole post-purchase experience, scripted
These examples are the doorway. In practice, shipping notices, delays, damage, refunds, review replies and repeat-purchase nudges are one connected system. After the Sale gives you bilingual templates for every one of those moments, plus the reply flows and decision rules for when something goes wrong.
- English templates for every post-purchase moment
- Decision rules and reply flows for delays, damage and refunds
- Review replies and repeat-purchase sequences
- Written in English and Japanese, so language is never the blocker
English help and translations are part of The Commons
You do not have to work through every wording question alone. Commons membership includes English help and translation support as you build and sell for the American market.
Explore The Commons membership →Frequently asked questions
Can I sell in the U.S. if my English is weak?
Yes. What you need is a set of patterns for fixed situations, not fluency. Post-purchase communication is almost entirely covered by five moments: shipped, delayed, damaged, refunded and thank-you. Prepare those five and you are only swapping names and dates.
Should I open with 'sorry, my English is not good'?
No. American buyers read that sentence as a warning about your service, not as modesty. Say nothing about your English and answer briefly and accurately instead — competence is judged by clarity, not fluency.
Is machine translation good enough?
It is a fine first draft, but it preserves Japanese politeness structures. Phrases like go-ryosho kudasai, kono tabi wa and yoroshiku onegaishimasu reliably come out unnatural. Run three passes on any output: delete 'this time', split long sentences, and switch to contractions.
Isn't casual English rude to customers?
In U.S. retail and e-commerce, first names and contractions are the norm. Casual reads as friendly, not careless. 'Dear Customer' and 'I humbly ask' read as machine-generated.
How do I say go-ryosho kudasai in English?
Not as 'please understand', which sounds like an instruction to stop complaining. Depending on context use 'Thanks for your patience', 'Just so you know —', or 'This is normal for handmade pieces'. Often you can simply delete it.
How long should an English product description be?
Two or three lines up top, then bulleted specs — size, count, material, country of origin — then shipping times. Roughly 150-250 words. Long prose goes unread; bullets help both buyers and search.
Should I reply to reviews?
Yes, but remember the audience is the next buyer, not the reviewer. For a critical review, confirm the fact, name the change and give the date. Skip the emotional defence — a calm, specific reply can persuade more than a five-star one.