Local Copy Is Not Small Copy
Local copy isn’t the easy part. It’s the part that makes everything else work.
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
In many briefs, there’s a sentence that sounds innocent… But usually means trouble:
“It’s just a small tweak—can you localize this real quick?”
Small? Sure.
Quick? Maybe.
But simple? Rarely.
And even worse: if the team doesn’t have a localization copywriter (or they do have one, but is busy or OOO), they go with the classic “no worries, I have someone who speaks the language and can do it.
Let’s clear something up: localization is not the easy part.
It’s not the extra step at the end of the process. It’s not something you assign “after the copy’s done.” It’s not about replacing words one-to-one.
Localization is where the message actually starts to work.
Because it’s where language meets context, and words start to make sense in a real way, for real people.
Most people think localization means translating a few words, keeping the structure, and adjusting some terms here and there. But in reality, it’s about understanding the original intention, rebuilding the message so it fits the cultural context, and using words, references, and rhythm that feel native—not adapted.
And here's the thing most brands forget: Short copy doesn’t mean easy copy.
In fact, the shorter it is, the more it needs to work.
That’s especially true for the type of content many teams see as “minor”:
Microcopy
Your buttons. Menus. Tooltips.
The invisible interface where UX either flows… or frustrates.
Push notifications
You get one shot. A few words.
If those words don’t grab attention (and feel native), you’ve lost the user before they even tapped.
Headlines & CTAs
Where tone is everything.
And where a literal translation usually sounds like this:
off, flat, or weirdly formal.
Localization is invisible when it’s done well. You don’t notice it—because it feels like it was written in that language from the start. Natural. Effortless. Familiar.
That’s the real goal: not just to make the copy understandable, but to make it feel like it belongs to the reader. And no matter how short the copy is, making someone feel something is never a small task.
If your brand writes for multiple markets (Spain, Argentina, Mexico, the US Hispanic audience) then yes: you need a local voice for each one. And no: that voice should not be a diluted version of the original.
Because when you reduce localization to “just a small tweak,” you’re also reducing your brand’s impact.
Outside the desk
Where the magic really happens.
🎤🎶 Local music on stage: Last Saturday I attended a concert by La Fúmiga and The Tyets, two music acts that sing in Catalan. It was sold out, proving that local languages are very much alive in Spain.
🏐☀️ After a couple of weeks, I went back to beach volley. It’s already hot (we couldn’t play after 11:30 AM), but it was a lot of fun. Then a perfect swim.
📺🍄 I just finished the latest season of The Last of Us. No spoilers, but I definitely enjoyed the first one more.
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 💙