When translation reveals what the original tried to hide
Localization doesn’t just adapt your copy. Sometimes, it exposes it.
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
We often think of translation as a one-way task. From source to target. From original to the local version. From English to Spanish. Or German. Or Korean.
But anyone who’s worked in localization knows: translation isn’t just a transfer. It’s a mirror.
It reflects what the original actually says. Not what the writer thought they said. Not what the brand hoped to convey. What’s really there.
I can’t count how many times I’ve translated something that looked simple on the surface… and fell apart as soon as I tried to put it in Spanish.
Because the copy was ambiguous. Or clunky. Or said too many things at once.
It happens with:
Product pages that try to sound inspiring and end up saying nothing.
Sentences like “We redefine the way you experience performance” sound ambitious in English—but feel empty or even confusing in translation. What exactly are we offering?About pages that describe values like “authenticity” or “innovation” without ever saying what the brand actually does.
Headlines with three ideas competing in one sentence. “Think better. Live smarter. Start today.” Where’s the focus? What do I do?
CTAs that pretends to be clear but is context-dependent. “Start now” can mean ten different things depending on the screen.
Translation exposes vagueness. It highlights contradictions. It forces clarity.
So what do you do when the original doesn’t translate well?
You stop.
You ask questions.
You go back to the first draft. What is this copy really trying to say? And what does the user need to feel, understand, or do at this exact moment?
When something doesn’t work, don’t just rewrite it—rethink it. Is the message too abstract? Too layered? Too generic? Can we simplify it? Can we split it? Can we drop the fluff?
Sometimes, you don’t know how broken a sentence is until you try to translate it.
And that’s why localization professionals often end up rewriting, not just translating.
Because once you see the structure from another angle, you notice what the original was hiding:
That the CTA doesn’t align with the product.
That the tone isn’t consistent.
That the message isn’t actually clear.
Localization is a second chance. To simplify. To focus. To be honest.
Outside the desk
Where the magic really happens.
😎 Last week I had eye surgery, so I took it easy with work (and life). Everything went well, and I’m already seeing better.
🥪 Still, I managed to fit in a proper esmorzar on Sunday—a classic mid-morning sandwich we eat in Valencia around 10–11 AM.
📚 And I’m finally taking a break from Brandon Sanderson! Just finished Oathbringer, and I’ll be switching to something lighter for the summer.
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.
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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙