Involve more teams in your localization process
Writing is just a part of it
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
When almost 3 years ago I started working with a new client, one of my first tasks was to work in the Back to School campaign.
We had a kick-off meeting, studied the briefing, coordinate everything with the other copywriters, agreed on the creative concept and then it was time to write.
But before that, I had an extra call with the team.
I have everything clear, but… it doesn’t make sense to launch this campaign at the same time in Spain, Italy, Germany and the U.S. since summer is longer in Spain and we get back to school a bit late.
For this specific campaign, they couldn’t change it, but they took note on my comment. So from there, we could adapt the timing on some campaigns, making spring and summer a bit earlier in Spain, for example.
Why is this relevant?
Because this wasn’t related with my role (copywriting), but still it was key for the best performance of the campaign.
Localization copywriting is more than just writing, is about all the cultural nuances, timings and any relevant aspect. Sometimes someone else will do it, but sometimes —most of the time, if you ask me—, you’ll have to step up and do it.
This applies to existing campaigns, but also for new ones: think about events or traditions that just happen in your country and be brave to propose those campaigns.
Outside the desk
Where the magic really happens.
📚 I finished a new book about José Calderón and the NBA. The next one is already on the table, getting back into the crime novel.
🥘 On Sunday we had a huge lunch with friends from 4 months to 65 years. Good food, great time.
🏃♂️ Due to the heat wave, I’m working out more on the first hours of the day. I might say I’m enjoying it, so I might extend it also in winter.
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 💙