Where to start the localization process?
Spoiler: involves a lot of "unseen" work
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
Here I am again, reporting from rainy New York during Thanksgiving week (but more on that in the 'Outside the Desk' section).
A few months ago, I had the opportunity to join a localization project at a very early stage. The initial thought was, 'We're performing well in X [Original country] and also saw success in the second market, so... what about Spain?'
That's when I stepped in with a specific mission.
Research.
I personally love this part. The best way to start writing is to have a ton of documents from this research. And you’ll discover things to apply to the copywriting side, but also to the product and business side.
Understand the specific niche in the Spanish market, analyze the competitors, and determine:
If there is room for a new player.
Which elements from the main brand can be utilized.
What aspects need to be approached differently.
Where opportunities exist to make a positive impact.
Conducting all these activities at a scalable level: initiate with a gradual approach, understand the behavior, and then progress accordingly.
The last point is KEY: I've witnessed many brands going all out on their launch with minimal translations, a compelling entry offer, and significant ad spend. While the short-term results may be positive, playing the long game (and I prefer the long game) could lead to disaster.
So I encourage your team/company to allocate time and resources to the research phase, analyze how your brand can integrate into the new market, and start gradually. Here are some ideas
Reach out to local media and begin establishing a presence in that market.
Initiate modest advertising campaigns on social media (avoid going overboard with the budget).
Ensure that you are not merely translating but genuinely localizing.
Don't localize EVERYTHING—focus on what's essential for the launch: the website, specific products, UX flows, social ads. The rest can come later, once you have firsthand knowledge of performance.
Market-in
Resources to reach your peak level.
💡 Have you heard about LocLunch? Is a really cool initiative to know IRL other collegues from the localization world. They celebrate different events all around the world.
Outside the desk
Where the magic really happens.
🦃 Today is Thanksgiving! I feel I know everything about it after watching Friends so many times. I’m planning to go to the parade on Manhattan and then dinner with friends.
🏛️ I keep exploring the U.S. and last weekend was Washington turn. The White House, the Capitol, the history of the town blew my mind.
🤸🏻♂️ Over the last weeks I’m working on a specific mobility plan, with different routines every morning (30 minutes). I feel better not just training, but in general. When you adapt the habit, 30 minutes is nothing.
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 can we 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 💙