This ongoing series will provide succinct guidance to buyers of translation services.
If you are starting from scratch, then write for translation. Avoid plays on words and idioms that are tied to visuals. Try not to be wordy and use precise expressions and concise sentences. Ideally, send your piece to your translation partner for review BEFORE the document receives final approval. This way they can red flag any sections that are not translation-friendly before it is too late.
Most global advertising agencies have their translation vendor involved in development. It is a very easy and cost-effective way to ensure that language hurdles are planned for in advance.