Micro-localizations

How Content is Comprised of Multiple and Distinct Voices 

Karl Montevirgen 

version 1.0 - 2017

“English is my 3rd language…I spoke only Texan for the

first 20 years of my life…I spoke only [U.S. Army] jargon

for the next 10 years.”

Wayne Bourland, Director of Localization at DELL

Localizations Within a Localized Language

We communicate across a much wider field of language than we realize. It may not

seem obvious at first as we are accustomed to communicating in a localized context.

But even localized languages have variants whose characteristics are shaped by

different circumstances, interests, roles, and specializations.

In most of our daily interactions, we speak with the assurance that the conventions and

characteristics of our language are generally understood and shared among those with

whom we communicate.

If local-ization, as the term suggests, reflects a regional manner of speaking, then

perhaps we can break that down even further to reflect even smaller "collective spaces"

(and there are many) that we regularly traverse or inhabit--conceptual, affective, political,

or virtual "regions" through which we discover, affirm, or transform who we are, what we

do, and how we situate ourselves among other individuals sharing common interests and

activities.

In short, we operate in a number of smaller and diverse regions which entail their own

"micro-localizations" in thought, action, and communications.

If localized content can cross the "cultural barrier" in ways that translated content

cannot (the language barrier marking a limit for translation efforts), then perhaps micro-

localized content can address the multiple attributes through which individuals slip from

one (marketing) persona to another.

Marketing content and micro-localized language

As a tool for analyzing content, a micro-localized approach can be useful in assessing

the various notions that a company holds about its target market as well as its own

position in that conversation.

When it comes to producing business and marketing content, micro-localizations can

be a useful tool for communicating directly with particular customer bases.

Let's take a look at a few stylized taglines that might fall within various micro-localized

categories.

Having a tough time with the markets? Relax, we’ve got your back!

In today's DIGITAL Markets, ONLY THE DISRUPTIVE SURVIVE

Our automated trade-matching engines and semi- automated risk management functionalities are designed to perform low-latency executions withutilizing multiple feed connections--entering and exiting both on-exchange and OTC transactions across the globe in under 5 milliseconds.

Become a subscriber this month and join the 1% who have a true “edge” in the markets!

Our platform helps you accurately find and execute trades across several financial

markets while managing your risk through semi-automated functionalities.

1.

2.

3.

4.

5.

How you say something can often mean more than what you are saying

The five lines above refer to the same product. Both support or implicitly advance

the same primary proposition: buy this product (for the following reasons).

The degree of emphasis on the call to action may vary, but even the two examples

of purely descriptive content suggest--each with a different voice--that the product

is worth purchasing.

In each example, you can see the impact that a particular form of rhetoric has on

the shape of the embedded proposition. Each form reflects a particular

positionality, knowledge base, specialization, interest, etc.

The micro-localized qualities of each line subsume the propositional content within

its own affective continuum; one that is distinct yet inseparable from the

proposition itself.

Let's analyze what each tagline is doing.

1. Apothegmatic tone

The first line is stated in the style of an apothegm, also known as a maxim or truism.

Although neither witty nor wise, this line aims to evoke a particular emotional space that

only an apothegmatic statement can tap.

Apothegms assume a position of wisdom; an elevated platform upon which something

wise or clever is bestowed. With this in mind, should the line to be taken seriously or

capriciously? It's hard to tell. But perhaps it doesn't really matter.

Those who are aware of and appreciate this approach, as well as those who are

susceptible to being swayed by its style might find the message engaging, if not

compelling.

In our example, the term “digital” does more than just describe a technological state or

category. It implies the threat of speed and technologically-powered competition. The line

proposes a solution: disruptive innovation (a current and fashionable notion), suggesting

that their product can transform the user from a technological victim into a technological

disruptor/competitor.

In today's digital markets, only the disruptive survive.

2. Friendly and reassuring speech

Having a tough time with the markets? Relax, we've got your back.

It’s always a bit strange to receive personal reassurance in a friendly tone from a

faceless company. Interestingly enough, this approach often works.

Perhaps it establishes a promise of personalized service. Perhaps it makes a

company appear more down-to-earth. Or perhaps some people might just

appreciate the effort a company makes to speak more casually and plainly.

It might also be seen as a calculated effort to address customer preferences based

on the findings of a marketing assessment; one favoring plain and friendly language

over other forms of speech.

3. Tech-geek talk

Our automated trade-matching engines and semi-automated risk management functionalities

are designed to perform low-latency executions with utilizing multiple feed connections--

entering and exiting both on-exchange and OTC transactions across the globe in under 5

milliseconds.

If this description makes your eyes glaze over, then you are in the majority. This

description wasn't intended for your viewing. If it were, the marketer who wrote it made

a big mistake.

Descriptions such as these are deliberately exclusive, perhaps indirectly reflecting a

company-held assumption that its customers ought to have a certain level of technical

competency in order to value the product.

Again, if this is not the case, if such technical descriptions are intended for public

viewing, then their jargon-laden characteristics are often a result of misguided

assumptions or critically inept content planning.

4. The hard sell

Become a subscriber this month and join the 1% who have a true “edge” in the markets!

Most of us find hard sales pitches to be rather annoying. When we encounter them, we

tend to tune them out or walk away.

Yet, we still encounter them often enough through various media, despite the fact that

their probabilities of success are rapidly and increasingly dwindling.

A hard sell tagline assumes that customers can be won over quickly given the right

incentive and delivery. It tries to tap into the immediacy of a need or the desire for a

change that, in the eyes of the prospect, can be brought about by the product. It might

also assume that the general demand for a product far outweighs its supply, or that a

product's features or user value might be attractive enough for the product to sell itself.

In the example above, the line attempts to tap into a notion common amongst traders,

that of a successful 1% who consistently make money in the financial markets. The idea

of acquiring a technological "edge" in the markets is significant as most competitive

advantages in today's financial environment require highly sophisticated machines.

5. Plain business language

Our platform helps you accurately find and execute trades across several financial

markets while managing your risk through semi-automated functionalities.

The use of plain language as applied to a given business or industry is a clear, efficient,

and “safe” way to present information on a product.

Depending on the competitive context, it may also lack differentiation. Although there

doesn’t have to be a tradeoff between professional clarity and “style,” some businesses

opt for the safe (and boring) route.

The description above lays out its propositions in a clear and direct manner: the

platform helps you find trades; it does so with accuracy; it helps you execute those

trades; you can trade in multiple markets; you can manage your risk; the platform has

built-in semi-automated features to help you manage risk.

The only problem is that the content does a poor job in prefiguring the actual product

experience. And the lack of a unique content experience is always a missed

opportunity, as the totality of content engagement--from product introduction to

support to follow-up--reflects the competency and culture of the company providing

the product.

Why is all of this so important?

Micro-localizations effectively shape content experience; creating a space in which

content can more effectively resonate with the "language" of the user.

And the significance of making a user's content experience more resonant is that it not

only supplements or supports the product or service, it underlies the entire cycle of

company-to-customer engagement, from company introduction to sale to brand loyalty.

Thank  You for Viewing this

Presentation!

Karl Montevirgen

Content Creator

You can reach me via email at kmontevirgen@gmail.com

Click here to view my LinkedIn profile

I am currently developing my website, but you can view it as it is being developed at kontenthammer.com