“If you’re marketing to Hispanic audiences, you need to understand the dynamics of the Hispanic audience you’re targeting.
Hispanic consumers are not all the same. While there might be similarities between different Hispanic groups, there are also considerable differences.
When legal marketers think about “diverse markets,” places like New Jersey or New York often come to mind — where Dominicans, Puerto Ricans, Ecuadorians, Salvadorans, and Mexicans all live within blocks of each other.
But that diversity is exactly why your marketing strategy has to stay grounded.
When targeting the Hispanic market, resist the urge to use slang, idioms, or cultural shorthand tied to any one group. What works for a Mexican audience in Texas might fall flat — or even offend — a Dominican family in Queens.
The key? Play the averages. Use clean, respectful Spanish. Stay conservative in tone. Focus on universal values: family, trust, justice, and support. Avoid hyperlocal or hyper-specific references unless your data supports it.
In short: Don’t try to be clever. Be clear.
Cultural nuance matters. But broad cultural respect will take you further.”
– Hugo E. Gomez, Founder (Abogados NOW)