Businesses in the U.S. waste a lot of money trying to reach the Latino masses. Part of the problem is that a “Latino market” doesn’t even exist. Imagine if someone said he would show you how to market to “white people” or “black people.” That would not be terribly helpful information. In the same way, the Latino populations include people from many countries and regions of those countries. They have different values, beliefs, traditions, levels of education, origins, skin color, and expectations.
But that information is by no means enough. What most businesses are trying to reach is the largest, most definable group of Latino consumers — consumers who share many poorly understood qualities and experiences that put the majority of them in a “Latino immigrant market”. You can easily differentiate yourself from other businesses and organizations by building strong relationships with this market in niche-specific ways that roll out a welcome mat.
For most Americans, this means abandoning the idea that speaking Spanish is the key. Spanish Is a Dying Language helps you think correctly about connecting to the “Latino immigrant market”. This guide for professionals was kept so concise that busy businesspeople will be able to gather all the main points in one sitting and then, in another sitting or two, re-read them to fully absorb the principles and examples.
Once you have a firm grip on the main points, you can begin setting up your marketing or communications in a way that will allow you to build heart-to-heart relationships with a distinct group of adventuresome, courageous, hard-working, fascinating people who live in another world just down the street from you. (Always ignore the couch potatoes among them.) Allow Max T. Russell to guide you through the many misconceptions that prevent businesses, organizations, and politicians from properly navigating this inter-planetary journey.