In this solo episode of Hispanic Marketing Radio, host Hernan Vazquez explains why many U.S. businesses miss out on the lucrative Hispanic market and outlines three common misconceptions that block effective outreach. He first frames the opportunity, noting that Hispanic consumers are vastly underserved and that targeting them can double or even quadruple sales. He then debunks three myths: (1) that a simple English‑to‑Spanish translation is enough – he stresses the need for culturally‑aware copy crafted by marketers who understand linguistic nuances; (2) that all Hispanic audiences are the same – he highlights regional differences (e.g., Argentine vs. Colombian Spanish) and the importance of segmenting by country or dialect; (3) that traditional marketing channels (radio, print, direct mail) will work – he cites a Forbes statistic that 90% of Hispanic consumers stream video on mobile devices, urging brands to prioritize mobile and video. Throughout, Vazquez urges listeners to apply for his consulting services via hernanvasquez.com/apply, positioning his team as the solution to unlock this “trillions‑of‑dollars” market.
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Hey everybody, welcome to another episode of Hispanic Marketing Radio with Hernan Vazquez. I'm Hernan Vazquez, your host, and the main point and the goal, the objective of this podcast and this information that we're sharing with you is to give you guys the tools and the support that you need so that you can grow your marketplace and your market share To those Hispanic communities that are hugely underserved, and they're basically right under our noses. So if that's something that you want to do, if that's something that you want your company to do, if you're already successful, if you're already selling your products and services and you want help when it comes to targeting and reaching out to those communities, feel free to go to hernanvazquez.com. That's spelled H-E-R-N-A-N. Vazquez.com/apply, hernanvasquez.com/apply, and complete that little form that's in there so that my team can get in touch with you and we can set up a call. And the main point of today's episode is to show you guys, or to talk to you guys about, 3 myths when it comes to marketing to the Hispanic communities. So you guys know already if you're listening to this episode, it's because you have some interest into growing your marketplace. And the reality is that most entrepreneurs think that they need to pretty much reinvent the wheel. What that means is that they need to come up with new products and services pretty much all the time if they want to keep on growing their revenue. And something that I discovered while coaching and consulting with some other clients, specifically on the marketing side of things, digital marketing, to be more specific, is the fact that you could double or triple or even quadruple your sales if you, if you were to target these communities that are hugely underserved, specifically in the US. This also applies to Latin America and in some regards to Spain, but we're talking mostly to the US, and there's a reason for that. And when I'm talking to other entrepreneurs and business owners, they go through this mentality that, you know, there are 3 main points that are 3 key points here that I want to mention, which are the 3 myths that we're going to cover. So myth number 1 is that translating your content from English to Spanish should do the trick. In other words, translating your content from English to Spanish, whether it is your website content, whether it is your emails or your ads, your advertising, from English to Spanish just like that should be enough. And that is myth number 1. And it's a lot of— it's a big trap that a lot of entrepreneurs go through because they don't understand the nuances of the language. So right now we have tools, we have Google Translate, we have our phones that will allow us to, you know, pretty much translate whatever we want. But that doesn't necessarily mean that the content of our message will be well understood and will be effective. In other words, if you really want to connect to an emotional level with these communities, what you need to do is to hire somebody, to hire a marketing firm or a translator with some marketing expertise that will help you craft powerful copy, powerful messaging to these communities. Because again, translating is usually not enough. Doesn't do the trick. Number 2, myth number 2 is that when looking into Hispanic communities, most entrepreneurs that want to start, you know, going into those communities, they think that they're all the same. And the reality is that people that are living right now in the US, they come from many, many different backgrounds. They come from a lot of countries in Latin America. They come, some of them come from Spain. And each country, funny enough, each country have their own little nuances, have their own little way of saying things. So for instance, I was born in Buenos Aires, Argentina, and we speak really, really, really differently than somebody from Medellín, Colombia, for instance. So that is something that you need to understand. Now, some of my friends, they studied you know, radio broadcasting and they are broadcasters and whatnot. And the more, um, I would say one size fits all, and I'm doing air quotes right now, is the Mexican language. And when they're, when they're taught to talk, to talk without an accent, they do it in Mexican because that's the, the first language that people go through when they are, you know, when they are translating from English to Spanish, specifically movies and series and whatnot. But that doesn't necessarily mean that everyone will talk the same. So if you add a little bit of flavor to your content online, to your copy, to your landing pages, to your emails, to your advertising, if you add a little bit of flavor, you will have better success when it comes to targeting these communities. Okay. So that is myth number 2. And myth number 3 comes out of an article that I just read on Forbes that specifies that the vast majority of Hispanic consumers, 90% of Hispanic consumers, will stream video on either a smartphone or a tablet, 10% more than non-Hispanic consumers. So myth number 3 is that you can keep on promoting your content through traditional avenues and traditional means. If you're doing radio ads and that's working for you in English, it might not work for you when it comes to targeting Hispanic communities. If you're doing print advertising or sending emails or sending mails like in the mail, physical mail, it might not work as expected. So some entrepreneurs will apply the exact same strategies that I just talked to you guys about, which is translating, number 2, talking all the same to everyone, and number 3, market— marketing through traditional means. And then they will raise their hands in the air and say, well, this doesn't work, my product is not fit. It's not that it's not fit, it's that you might need to do some tweaks to it so that it's fit to market to this potentially trillions of dollars that you're missing out, that you're missing, you're leaving on the table just because you're not able to crack the code on this community. So again, if you want my team and myself to help you, go to hernanvasquez.com/apply and fill out the little form there, and somebody of my, of my team will reach out to you, and maybe we can get to work together. So thank you for listening to this episode. I'll see you guys next time. Take it easy. Bye-bye.
