When and how explain your localization work
Sometimes, the localization is not enough
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
Before going full freelancer, I worked for a marketing agency as a lead copywriter. This was during the COVID-19 times and, as the agency was focus in digital product (online education), we had A LOT of work.
And a lot of clients who used to work offline and, because of that situation, had to go online and created their first digital products.
Not easy to deal with, if you ask me.
I remember this one project where I created a headline for a landing page for a new client. It was a course about investing in real state. I did my research, read a lot about it, checked similar old sales letters (including some from the very Donald Trump) and, of course, got my interview with the client to know him well.
After all that work (days of work), I wrote the headline, the subtitle and some relevant info.
The client read it, liked some things, disliked some things and, without saying anything and directly on the doc, made some changes on the copy.
That wasn’t good.
As a copywriter, every word, every comma and every sentence matter. Specially in a landing page with a main headline, where you just have seconds (and a very little space) to make the viewer sign in.
I talked with my boss and decided to fight that one. I started justifying every single word I had on that landing page, the reason why behind my choice, why it was important, which angle I was taking, what mental triggers I was targeting.
I can tell you that was long. But after that, the client understood better why I wrote that, decided to keep the original (with maybe couple of minor changes) and, from there, he respected more the copy I sent him.
To avoid that, as a localization copywriters we have the backtranslations… but that’s not always enough.
If you face a complex project, a headline that needs more context or you just want the client to feel safe, include your work process, how you got there and why you wrote what you wrote.
It’ll save time (yes, is more work, but less back and forth) and will give you more credibility in future projects.
Market-in
Resources to reach your peak level.
💡 As you know, I’m still in Sri Lanka so I’m quite market-out. Get some rest this week too.
Outside the desk
Where the magic really happens.
🏞️ And I’m VERY VERY outside the desk. Just taking the laptop few days to check the mail and keep up some work… and it feels amazing.
❣️ I’m traveling with a great group of people I didn’t know 2 weeks ago. Is the 3rd time I do this and is amazing how much people can connect traveling in just few days.
🏖️ About Sri Lanka, we just finished the mountain part and the last days will be more about chilling at the beach and do some snorkeling and scuba diving.
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 💙