Bad localization can be worst than no-localization
5 steps to don't mess it up
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
Sometimes, doing something the wrong way is worse than not doing it at all.
If you start playing a new sport without knowing the basics—or without someone guiding you—you might end up injured.
If you travel to a new country without any planning, chances are the experience won’t be as good as it could be.
If you cook a new dish without a recipe, just mixing random ingredients… well, good luck with that.
Can things still turn out fine? Sure.
But the odds are low.
And even then, the worst that happens is a minor injury, a failed trip, or a bad meal.
Now, let’s talk about localization.
If you don’t plan properly, if you don’t take it seriously, if you don’t assemble the right team… chances are the project will go as badly as it possibly can.
And in business, that can mean a lot of lost money.
So today, I want to share 5 mistakes I’ve seen over the years (and still see from time to time):
1. Overly literal translations
Localization is still a relatively new concept, and many brands don’t fully understand it. Too often, general translators—or even just “someone who knows the target language”—are tasked with localization without considering the nuances of transcreation.
And, of course, there’s MT (Machine Translation). Too many brands still rely on it for localization, with disappointing results.
2. Not hiring specialized professionals
One person can’t do it all. If you’re serious about expanding into a new market, you need a team with different skill sets: localization managers, copywriters, designers, UX writers, PR professionals… the list goes on.
3. Skipping strategy
“We want to launch in Italy, so let’s translate everything into Italian.”
Sorry, but that’s not how it works.
Why do you want to enter this market? Does it make sense? Do you have the data to back it up? The resources? In these cases, localization copywriting is one of the last steps, not the first.
4. Don’t follow up on localization
You launch, you get everything right in terms of marketing and localization… and then you forget about it.
But brands, my friend, are living things. You’ll need to update materials, refresh copy, and make adjustments along the way. Don’t just hire a team for the launch and then abandon the process.
5. Being too generic or vague
This should be obvious, but still—this is huge. No matter the size of your company or the market you’re entering, you’re about to connect with an entirely new audience.
Be specific. Choose your words and strategy carefully. Treat this project with the importance it deserves.
Outside the desk
Where the magic really happens.
🎥 I went to the cinema yesterday to watch “Lee Miller”. If you are into journalism, is a must.
🎾 In terms of sports, I went back to tennis after almost a month and today is yoga day.
🍴 “Lentejas: si quieres las tomas y si no las dejas”. If one day I work for a restaurant/food business and they have lentils on the menu, this quote will go on it for sure.
Make it global, baby
If you want to work with me, this is the way.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙