Why localization matters
And how to make the most out of it
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
¡Hola!
This is the first issue of “The Textonality Newsletter”. A space to relax from work, read some of my stories (both personal and professional) and learn about the cooooooooool world of localization.
Yes, I think is cool. Otherwise, I wouldn’t put that much time of my day/week/month in that. I would be working in other industry and wouldn’t say that is cool. I worked wrapping up perfumes some years ago and that wasn’t cool (at least for me).
That was my inner dialogue. You’ll see it from time to time.
Anyway, let’s get to the point.
Why localization matters.
I started working in localization when I didn’t know it was a thing. I would combine the creation of new content in my language (Spanish) with adapting the English versions of some copy. And it was fun: you got the creative part of it with already a painted canvas, so you didn’t have to start your mental process from scratch.
Since then, I’ve worked with dozens of clients (lucky me, most of them were great!), I’ve transitioned to a freelance model and have keep learning the goods and the bads of this localization world.
I’m gonna give you my top 5 reasons why localization matters:
Of course, if you have a global business selling to different markets in different languages. If you are a little local stationary, like my mum, you don’t need it. At all.
Cultural relevance: We trust in what we understand. A boomer trying to sound milenial is ridicolus (hello Sr. Burns). An international company trying to sound local with Google Translator and Chat GPT looks the same.
User Experience: How many times you’ve been in another country where you don’t understand the local language and you got frustrated? That’s exactly what happens when a Spanish user lands in your website and cannot buy because he/she doesn’t understand what is going on.
Increase Engagment: Related with the 2 previous one, a potential client is more likely to interact with you (your brand) if you are not just speaking the same language, but using the same references. If you are an USA brand selling in Spain, don’t talk about Jimmy Kimmel or Jimmy Fallon, but about David Broncano or Pablo Motos.
Brand Consistency: Localization includes processes. Having a brandbook, a good practise guide and your values and goals adapted to a local market can make a huge difference.
Competitive Advance: If we complete all the previous steps, we’'ll be at the top of our industry and will have a powerful asset to compite against other brands.
Market-in
Resources to reach your peak level.
💡Get inspired by 5 examples of businesses doing really well on their localization efforts (Lokalise Blog)
⚡Meta, The Company Formerly Known as Facebook, is hiring a Localization Program Manager. Check the required skills and apply if you thing you can make a good fit.
Outside the desk
Where the magic really happens.
✈️ I’m currently living in New York and is crazy how many things are here to do. This week I went to the West Side Fest and visited the inspiring Whitney Museum.
📖 Last week I finished Sapiens, by Yuval Noah Harari. Highly recommended.
📺I’m someone easy when it comes to laugh, but Jury Duty (Prime Video) exceed all my expectations. If you enjoyed The Office (who doesn’t?), you’ll thank me for this.
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 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 💙