• Consider the diversity and size of the US market. Taste, preference and values can vary greatly, so be specific about target audience and target state.
• Don’t make people think too much. Go straight to the point.
• Always be relevant and direct.  

Language 

• Americans have little tolerance for linguistic errors.
• Don’t translate the wording of the message. Translate the meaning.
• Underlying values are the secret to making a message work. Think about the values of your target audience.
• Remember the distinction between US and British English. Americans will think British spellings are errors, and that turns them off.

Focus on consumer benefits

• Americans are born consumers, so focus on customer benefits.
• Consider focusing on end-user-benefits even though your product may be B2B.

Danish and American business values

• Don't market yourself using specific Danish values. Americans don't know what these value are.
• Modesty might be considered a business value in Denmark, however it's just the opposite in the US.
• Instead, communicate with confidence and clearly say why you are the best – Americans wants leaders.
• Be passionate about your product.  Americans like excitement and engagement.