In this episode of Hispanic Marketing Radio, host Hernan Vazquez explains that successful marketing to Hispanic consumers—especially online—requires a shift from company‑centric messaging to a customer‑centric focus on tangible benefits. He argues that many firms mistakenly list features or their own credentials, which may work in less sophisticated markets but falls flat with increasingly savvy Hispanic audiences in the U.S. Vazquez illustrates how to reframe statements such as “20+ years of experience” or “we are the cheapest” into benefit‑oriented claims that directly address the customer’s needs. He emphasizes that translating content into Spanish is insufficient unless the messaging also highlights the advantages for the consumer. The episode concludes with a call to action, inviting listeners to apply for his team’s assistance via hernanvasquez.com/apply.
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Hey everybody, welcome to another episode of Hispanic Marketing Radio. I'm your host, Hernan Vazquez, and on this episode I wanted to touch briefly upon what the Hispanic consumers want in order to buy from your company. And this affects specifically when you're talking to them in an online and even offline environment, but this is mostly accentuated when you're talking to them in an online environment. So one of the key mistakes that a lot of companies do, not only in Spanish or when targeting Hispanic companies, but as a marketing rule in general, is that they're talking about themselves. And when you're trying to come up with good content for your audience to give them, you know, opportunities to know you, to trust you, to like you, to like your company, to want your products, what you need to understand is that it's never about your company or your products, it's always about your customer. And this applies both if you're trying to increase the reach of your Hispanic market share or if you're targeting, you know, your English-speaking customers. So this would apply for any type of marketing strategy. So what I mean with this is that a lot of companies are fixated or trying to get after new customers by listing all of the benefits, or not the benefits, but rather listing everything that they can do for the customer, listing everything that they can do for a new customer and their experience and their trajectory and they their testimonials and reviews and all that jazz, and while that might work for unsophisticated markets, the reality is that when you start going into more and more sophisticated markets, you want to change the conversation that you're having with your potential clients. So for instance, instead of saying, we have 20 years of experience in the marketplace, nobody gives a damn about how many years of experience you have. But rather, people are thinking about how those years of experience can give them a tangible and measurable result for them. So if you're saying, we have 20+ years of experience in the market, you can turn it around to something like, our 20+ years of experience in the market will make sure that you are 100% satisfied with our service. That basically means that you're pivoting your main angle or you're pre-framing your content in a way that will be mostly on the side of the benefit, not only in the feature that you have 20+ years of experience. So this happens a lot, this happens all the time. It's never about your company, it's never about what your service does, but rather what benefit they can provide for the customer. There's a saying in marketing that is, people don't buy a drill because they want a drill, they buy a drill because they want a hole. So that basically means that you need to be thinking about the benefits that your company can provide to the clients and focusing strictly, strictly 100% on that. Another option is, well, we are the cheapest in town, and that's a feature. Now, what's the benefit of being cheaper? The benefit of being cheaper is that you can hire our company 2 times per year and save 50% on, you know, whatever it is that you're offering. So if you can swap it and frame it in a way that would make sense for the customer and change it from features to benefits, you will have much better success with your advertising and marketing as a whole. Specifically when you're targeting Hispanic consumers that are becoming more sophisticated, specifically in the US with the technology and the fact that they're exposed to a lot of marketing material in English, they can understand it, they can read it. Imagine what you could do if you not only translate your content to Spanish but also focus on the benefits, and this has worked time and time again because at the end of the day, We're all human beings. We have the same needs and the same way of communicating with each other. So I hope this helps. If you want my team to help you achieving more success within the Hispanic communities, go to hernanvasquez.com/apply. That is hernanvasquez.com/apply. Complete the little form in there and somebody of my team will reach out to you. Thank you. See you soon. Bye-bye.
