Offer adaptation is more than translation

Work through the decision

1. Separate buyer, problem, deliverable, proof and next action. A fluent translation can preserve a proposition the audience does not need.
2. Ask a reviewer about language and a target reader to explain the offer back. These answer different questions: fluency and comprehension.
3. Record proposition changes separately from copy edits. Keep the original assumption, observed objection and approved response in a decision log.

Decision to take away

Combine strategy and content work when the proposition changes. Use a translation brief when its substance is already approved.

Source and reading context

The linked publication supports the factual example or technical context. The checklist and commissioning advice are editorial interpretation.