From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
Last week, I said:
You can translate everything right… and still say it wrong.
Now let’s flip it.
Let’s talk about what it looks—and sounds—like when brands get it right.
You land on a website. You don’t notice the copy. And you just feel: “Esto sí.”
That’s what trust feels like.
Here’s how ING España talks about money:
“Tu dinero, directo a lo que importa.”
It doesn’t shout. It doesn’t explain itself. It just fits.
Or Eight Sleep, selling a high-tech mattress:
“Dormir bien lo cambia todo.”
No buzzwords. No sleep optimization jargon. Just something you could hear in any Spanish living room.
That’s what credibility sounds like here: Simple. Confident. Natural. The kind of voice that feels close, not corporate.
What do these brands get right?
Clarity over cleverness
If it sounds too smart, it starts to feel foreign.Specific over generic
“Sin comisiones. Sin letra pequeña.” hits harder than “We’ve got your back.”Confidence without hype
Understated copy feels more honest than big claims.Breathing space
Spanish trust-building copy often says more with less. Short lines. No filler.
So no, you don’t need to be flashy to be effective.
In Spain, credibility comes from restraint.
From relevance. From rhythm.
You don’t earn trust by sounding perfect.
You earn it by sounding like you’ve been here a while.
Outside the desk
Where the magic really happens.
🌞 I’m spending a few days this week escaping the heat in the Spanish countryside. It’s funny how every small village claims to have something “unique” to attract visitors.
🌿 I’m also spending more time away from my desk, away from my phone—and away from anything digital, really.
📚 Which means… lots of reading! A bit of philosophy, a bit of humor, and next up: a crime novel.
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.
Thanks for reading today’s newsletter. If you enjoyed the content, feel free to share it with your workmates, friends, family and pets so we can grow together.
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 💙