Those things you know and no one else know
They can be the key for a successful career in localization
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
Think about when you are home. By "home," I mean the place you grew up—your parents' house, your street, your town.
You know things that not even Google, OpenAI, or the latest AI can know. Things like:
When a traffic light will turn on and off, and the exact sequence of all of them.
The day each restaurant is closed.
The best places for coffee, beer, or good pizza (which often aren’t the ones Google Maps suggests).
The ideal running spots—and even the best time to go.
These might seem like small, insignificant details… but they’re not. When I rented out my apartment last year, I shared some of these insights, and there was no way to find that information anywhere else.
Now, take this hyper-local knowledge beyond your town—to your entire country. Think about the things you just know because you live there: the latest social media trends, the TV show that everyone is watching (and that’s only available in your region), how the football league is going,
And more: who the number-one singer is right now, what people are eating lately, and whether people are watching more Netflix, HBO, or Disney+. In Spain, for example, we have "Movistar Plus"—a platform exclusive to our country that is one of the most popular.
There are THOUSAND of things you know instinctively… but your clients probably don’t. They’re so obvious to you that you don’t even think about them.
But they matter. They could be the key to your next social media post, your next campaign, or even your next product launch.
My recommendation: Work on it. Communicate it.
Work on it: Stay ahead of trends. Follow the key accounts in your niche, listen to what people are talking about on social media, and read the news.
Communicate it: Make sure your clients know what you know—and how valuable that knowledge is. Be proactive. Share insights and propose ideas that no one else can.
With these two simple steps, you’ll be ahead of 90% of your competitors.
Outside the desk
Where the magic really happens.
🏀 On Tuesday, I played basketball again for the first time since my injury two years ago, and it felt great. I even hit a game-winner for my team.
🎂 Last Monday, some towns in Spain celebrated “San Blas.” It’s funny to see how this is the biggest day of the year in some small towns, while in others, no one even knows about it.
🎞️ This month, Spain is celebrating The Goya Awards—our version of the Oscars, but for Spanish cinema. I’ve been watching some of the nominated films lately, and the quality is really impressive.
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 💙