One of the big mistakes I see writer’s make when I have my reader hat on is making the assumption that everyone who reads your story will automatically recognise references that are familiar to the writer. In reality, with a worldwide audience, many readers may not be able to visualise something you consider common place.

For example, I read a story a few years ago where the writer made a reference to her Doc Martins. I know what Doc Martins are, though a description of the style would have been helpful, but readers who come from a culture other than the ones where this brand name is common might not immediately realise that the writer is talking about a well-fitted pair of boots. It can leave the reader bewildered, wondering what the writer is trying to portray.

This happens frequently with American brand names. Yes, a large percentage of Amazon’s…