1.) Its not translation, its localisation
- always use local translators as they have intimate knowledge and understanding of syntax and nuances unique to each country.
- always ask for a few paragraphs of localised samples and get a real consumer to read through (corridor test). Some research spending at the start can yield greater rewards after.

2.) Engage category experts to vet content, and propose terms/phrases unique to that category. If we want to write for the experts, we need to sound like experts.

3.) Recognise country-specific differences within languages
- Hong Kong Traditional Chinese vs. Taiwan Traditional Chinese. Enough said.
- English language messages also need to be localized for countries such as Canada, the UK and Australia. That includes differences in phrasing, such as “ring me” instead of “call me” or “petrol” instead of “gas,” as well as differences in spelling.

4.) Respect Cultural Differences
- US and UK markets tend to use a more aggressive, sales-oriented approach but the style will not play well in other parts of Europe and even in Asia
- No showing of skin pictorially in conservative countries like Middle East; Patriotism and flag imagery may work well in US but not so much in Canada.

5.) A picture says a thousand words
- British customers could tell their advertising photos were of US employees, due to slight differences in clothing, such as the way a tie was knotted
- Caucasian models might not always resonate well with Asian countries, especially Japan/China

https://www.mastercardmoments.com/edm/2010/02/monthly/chs/edm_spring.html

Credit goes to Marketing Sherpa for some of these great points