Beyond writing: what starting with a client really means
The first weeks with a new client are about writing... but specially about learning.
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
Whenever I start with a new client, I know my job in the first weeks goes beyong writing. It’s about entering their world.
That means:
Learning their tools (and how each team actually uses them).
Studying style guides and brand books.
Looking at campaigns in other markets to see what worked (and what didn’t).
Meeting the stakeholders that will be relevant to me: the ones who approve, the ones who give context, the ones who really know the product.
At first, it feels like chaos. New names, new acronyms, new processes. Your brain is in full “sponge mode,” trying to absorb everything. But that’s exactly when you see things others can’t: Inconsistencies. Contradictions. Blind spots.
You get to ask the “obvious” questions. The ones everyone else stopped asking years ago. And more often than not, those simple questions lead to the most useful answers.
Fresh eyes are a one-time resource. After a few weeks, you’ll already be part of the system. You’ll get used to the flaws, accept the shortcuts, stop noticing what doesn’t quite fit.
That’s why I try to document as much as possible in those first weeks. Notes about gaps in the tone of voice. Screenshots of UX microcopy that feels off. Questions that could clarify a whole process.
Later, once I’m fully integrated, I can go back to those first impressions and turn them into improvements.
So if you’re starting with a new team — whether as a freelancer or in-house — don’t rush into “doing.” Spend those first weeks observing, questioning, learning. It feels slow, but it’s actually the fastest way to add value.
Fresh eyes don’t last forever. Use them before you lose them.
Outside the desk
Where the magic really happens.
🕯️ My Sunday morning started with a cinnamon incense stick, chill music, and hours of reading The Lord of the Rings. Pure bliss.
🎓 On Tuesday I had a big in-person meeting for the Master’s program I teach. First classes kick off next week.
👁️ The eye surgery went well — I took a couple of days off and I’m keeping screen time low (which I’m actually enjoying).
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how we can work it out.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙