Expanding into Poland? Great move! Poland is a dynamic, growing market full of opportunities, but diving in without proper preparation can cost you precious momentum. So, what marketing materials should your company prepare to effectively tap into the hearts—and wallets—of Polish customers?

1. Localized Content: I find this the most important

Poles greatly value authenticity. Your first step is to translate and localize your existing marketing content. But beware—it’s not just about translating words. Polish consumers are quick to spot and reject clumsy, literal translations. Use examples that resonate with everyday company life.

Consider involving a native Polish copywriter to ensure your message sounds natural and relatable. Remember, trust is currency in Poland, and well-localized content builds trust from day one. I wrote more on this topic in article: Why You Should Consider Polish Translations for Your Software.

2. Polish-Specific Customer Testimonials & Case Studies

Trust comes easier when there’s familiarity. Polish buyers appreciate testimonials and case studies featuring recognizable Polish companies or relatable local industries or history about solving familiar problems that local companies have too.

Seeing familiar companies or industries in your testimonials reduces perceived risk and evokes the reassuring feeling of “They understand my challenges.”

3. Strong Visual Identity Tailored to Polish Preferences

Poles appreciate clarity, professionalism, and visual simplicity. Your visual identity—including brochures, websites, presentations, and videos—should reflect these preferences. Polish buyers often interpret your visuals as indicative of your professionalism and credibility.

Investing in visually appealing, clear, and professional materials will significantly enhance your first impression and attractiveness in Poland.

4. Full Polish-Language Product Documentation

Polish customers expect detailed, professionally prepared documentation. Manuals, datasheets, and product descriptions should be meticulously translated and localized. This isn’t merely a formality; comprehensive documentation reassures customers about your product’s reliability and demonstrates your commitment to the Polish market.

5. Address Common Questions Proactively

Your marketing materials should proactively answer the most frequent questions potential buyers have. Common queries typically include:

• “Why should I trust your brand when there are local options available?”

• “What makes your offer valuable and specifically relevant to me, a Polish consumer or business owner?”

• “What local support or guarantees do you offer?”

Anticipating and clearly answering these questions helps reduce barriers and accelerates the decision-making process.

6. Highlight the Pain Points Solved by Your Product

Clearly communicate how your product or service specifically addresses core challenges faced daily by Polish businesses or consumers. For instance, if targeting SMEs, illustrate how your software solution streamlines accounting complexities frequently faced by Polish entrepreneurs dealing with VAT reporting or navigating the Polski Ład tax reforms. If targeting consumers, show how your product simplifies routine tasks or improves the quality of life in tangible, relatable ways—such as easing commuting in congested Warsaw or Kraków.

7. Educate Customers Before the Meeting

Polish customers typically prefer to understand your product or solution thoroughly before committing to a meeting. Provide concise, informative materials like product demos, educational webinars, explainer videos, or introductory guides that can be shared internally. This allows potential clients to validate your solution’s relevance and benefits within their teams, ensuring meetings are productive and mutually beneficial.

8. Focus On Purchasing Committee

CEO, Managers, and end-users of your solution or product will have a totally different approach and interests, threats, and pains. You should know this and highlight it in your marketing materials.

Key Challenges to Anticipate:

• Trust Building: Initial skepticism is natural. Overcome it with genuine local engagement and transparent communication.

• Problem-solving with Implication: Craft messages that clearly demonstrate how your solution protects customers from larger issues or simplifies complex local challenges.

• Simplicity of Added Value: Clearly articulate your unique added value specifically tailored to the Polish environment and market needs.