Sorry, I need my space
And maybe you do, too
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
I work with a lot of designers. Happy people, very creative. They do their magic (either for a video, a static image or a website), then they place the copy and all good.
BUT.
In the localization world, the copy is usually in English. Short, sweet, punchy, with made up words.
And then it’s my turn: long sentences, long words, strict grammar structures, looking for the neutral gender way of saying it.
And the designer would be like “yeah, I get it. But I already had the English copy in mind and can’t make 15 different designs per every market, so… cut your f***ing copy. Please”.
Worst part? I get it too.
So ideally, the localization process should start in an earlier stage, way earlier than does now (when is just the word localization). Some languages are likely to extend their copy, either because of their grammar (Latin languages) or their long words (hello, Germans).
In some cases, some copywriters will just keep the copy in English. This might work for some countries where the English is broadly used (The Netherlands or Sweden, for instance), but is not the case for Spain.
I should finish this email with a solution for the problem, but I don’t have one. In my experience, sometimes you still have some leverage to talk with the designers. And otherwise, be creative and adapt the copy. You might have to completly change the source copy, but is okay as far as the meaning is the same.
Market-in
Resources to reach your peak level.
💡Keeping up with the end of the previous part, I think is VERY IMPORTANT to have this kind of open discussions and the “I don’t have a specific and relevant solution to this problem” approach. Stay humble, people.
Outside the desk
Where the magic really happens.
🏋️♂️ I’ve been trying a new workout call “Strongman”. I dislike the name (where are the “Strongwoman”), but liked the rest. Pure strenght.
🎊I just booked my first music festival of the year: will be in April in the north of Spain, with music in Catalan, Euskera and Galego. And a bit of Spanish too.
🍽 Foodwise, I’ve been experimenting with pesto and results are great. I’m open to new ideas to combine it.
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 💙