From Shy Translator to Confident Localization Expert
And from Cape Town to the world
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
In 2018, I moved to South Africa and lived in Cape Town for 2 amazing years. This was my first contact with localization: as a Spanish Content Manager, I worked on every piece of Spanish content, including a lot of localization.
I’m not afraid to say this: at first, I was shy. I would read the articles for the English market, the properties descriptions and just translate the content.
That was for my first months, since it was what other languages were doing to.
Then I started to want more. I kept having in mind some English pieces, but started drafting unique content for Spain: destinations that were more relevant, Spanish unique holidays times or even adjusting the tone to better resonate with a Spanish audience.
I began diving deeper into the Spanish market, researching trends, and thinking like a Spanish traveler or customer. What inspires them? What concerns them? What kind of voice feels trustworthy? Slowly but surely, my role evolved to be a true localization expert.
By the end of my time in Cape Town, I had crafted a full Spanish content strategy that was tailor-made for our audience. I was no longer shy; I was confident in my ability to create engaging, localized content that felt natural and authentically Spanish.
Fast forward to today: with every project I take on, I apply these lessons. My focus is always on the Spanish market—thinking about their context, their culture, and what will truly connect with them. It’s not about making the content fit the language; it’s about making the language feel like home.
So, whether it’s rewriting website copy, adapting ad campaigns, or finding that perfect Spanish tone for your brand, my goal is always the same: to bridge cultures through meaningful, effective content.
Also, 5 years later, I’m back at writing content for South Africa and I couldn’t be happier! I love when you find a client where you can write about what you know… and you love.
Outside the desk
Where the magic really happens.
🏠 After a couple of months in the Canary Islands, I’m back home and starting new routines.
📒 I’m spending more time handwriting on my new notebook and it feels great. Is something I want to embrance for the rest of the year and the future.
🤖 I showed my mum how ChatGPT works yesterday. She didn’t know about it and is half amazed, half scared.
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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You can also reply to this email and let me know what you think about it. We are in this together, compa.
All the best for the rest of your week,
💙 Ricky from Textonality.com 💙