Reaching out to any target market, whether it be the U.S. Hispanic community or not, is done by effectively communicating with them. There are several ways to do this such as building relationships and speaking their language (figuratively and literally), however both of these things are done through a simple communication tactic that serves as the backbone for effective communication and campaign success. The key is to talk with your customers and not at them. It sounds simple, and even obvious, however many business produce self-centered content in attempt to hype up their business, only to turn customers off.
Communicating your Consumer
There is a fine line between talking with customers Versus talking at customers so copywriter or marketer needs to be cognizant of keywords that can change the entire tone of the content. For example, using words like “we” and “us” may seem useful for telling your audience how great you or your product is, but it won’t keep consumers interested. They are used to hearing false claims marketers so talking about yourself only makes your target market overlook your content entirely. It makes your company look self-serving and uncaring towards them. On the other hand, if you use words like “you”, then the reader or viewer will feel targeted and listen because you are talking to them. Consumers enjoy feeling “special” and talking to each on specifically will ensure the best reach for your campaign. Therefore, instead of saying something like “We have the best customer service in town,” say “You deserve the best service in town and we will stop at nothing to give you what you deserve.” There is no problem using the words “we” or “us” occasionally, just make sure to use the consumer as the subject of all your content. The goal is to make each person reading your content to think that you are speaking to them and only them.
When talking to your customer, make sure to address their needs. Merely upselling your company is the fastest way for a consumer to either turn the channel or hit the back button on their computer. Customers want to feel like they are in the driver’s seat because they want to feel important and have their voice heard. Generating generic “look how great we are” content is the best way to make a customer feel less important.
U.S. Hispanics Spend Big
The U.S. Hispanic market is equally as influenced by these tactics as the general U.S. population because it is a consumer issue, not a cultural issue. U.S. Hispanics, while the largest minority, are still a minority and therefore desire for vocalization is great. Hispanics control over 1 trillion dollars in spending power according to the most recent U.S. Census, which makes them a significant group in the consumer market. Satisfying this group’s intellectual needs will help them to become more valuable consumers and you will have clear access to this one trillion dollar spending market.
This tactic works for all demographics, but when your target audience is part of the U.S. Hispanic market, it becomes vital. When there is a language barrier, the consumer on the receiving end of the message may feel as if they are being talked at simply because translation can feel forced and un-relatable. Make sure that you engage your audience through “you” and perceived dialogue. It is a simple and often overlooked detail that will substantially alter your campaign in a positive way.
