Transatlantic translations: Why localisation and context are important in copywriting

Transatlantic Translations - Word of the Day: "Hiring"

A simple word, a funny lesson in localisation and context 👇

I recently saw an ad from one of my favourite entertainment venues in London about "hiring."

Out of sheer curiosity — and the possibility of it being a marketing role — I kept reading.

Three skimmed sentences, two CTAs and a brief moment of tech-induced rage later, I realised it was an ad prompting people to "hire" the venue for their events, not the other way around. 🙈

In the US/Canada/Caribbean, you'd "book" or "rent" a venue. But despite knowing this transatlantic nuance, I was still caught off guard.

A tragic tale of false hope. 😅

Having worked across all these markets, it was a funny reminder that even within the same language, things can get a little … lost in translation.

For copywriters, it’s never just about eloquent words or persuasive copy. It’s about knowing who you’re speaking to, where they are and choosing language that actually lands as intended.

Because when content is placed in front of digital audiences who tend to skim (myself included), there's always a risk of misunderstanding.

That's exactly why there's a science to the art of copywriting.

And why context matters. 📌