Latino Lawyer Marketing

or Can You Say...How can I expand my revenue sources?..in Spanish

Part I: Differences in the Spanish Speaking Culture

Latino lawyer marketing could expand and even increase revenues for your law firm.

Simply by starting to market to Latino markets, you will expand revenue sources.

As with many things in life, first come, first served. If you jump into a market that is not being served well, you will be able to capture a greater share.

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Commonalities in the Hispanic Market

In Part I you learned about the differences in the Spanish language from country to country.

Spanish in Spain, Mexico, and Puerto Rico Spanish all have unique language differences. They also have a commonality.

Latino lawyer marketing requires speaking in the preferred language.

Studies have shown that 8 out of 10 native speakers of the Spanish language prefer to make both decisions and purchases in their native tongue. To effectively communicate, it is necessary to speak accurately to each group.

When translating, it is essential to get a translator who is

• a native speaker of your target market
• has legal experience or legal language experience
• specializes in legal translation

Mistakes from generic translation can not only embarrass, they can cost you money in various ways. Not the least is when the family and friends hear about your inability to communicate.

Latino lawyer marketing presents some unique cultural challenges when trying to help your clients.

Depending on how many generations the hispanics are removed from their homeland will be a determining factor in how they deal with death and dying. In Mexico, for instance, it is not uncommon for a family to be sitting in the entry waiting room of the hospital and in front of everyone, the doctor will inform them of the death of the family member.

In many Latin American Countries, Med Mal lawsuits are rare. Death is an expected and accepted part of life, even if it was because of a mistake by the health care providers.

To test the cultural differences, look to see if there are any or many obituaries of Spanish speaking individuals. How does this equate to the local demographics? Are there any grocery stores or news papers that cater to this demography.

Note from the author: As a professional nurse and a RN LNC, I have spoken at hospitals and to Doctor groups in Central America, Mexico and South America. More than once I have been told that the cultural view of death and dying in these countries is different than in the US. It is essential to understand the feelings, belief and cultural background when dealing with any issues related to illness, disease, injury and death in the Spanish speaking cultures.

The closer farther from the original country culture, the more Americanized your clients may tend to be.

As you start Latino lawyer marketing, do not be surprised if a number of the family are present for the legal process. Listen and answer the questions of all and do not ignore any. The family relationships are strong. They are an important part of the culture.

How to Effectively Reach Hispanic Consumers

Part I reviewed some of the cultural differences that could impact your ability to communicate to the Spanish speaking client.

In Part II, you will learn how to effectively reach the Spanish speaking customer. Your goal here is to review and start to understand how to develop a marketing strategy that connects with and attracts this customer.

With the growing numbers of this population group, your profit potential will only increase. Your ability to help even more people will also increase as well.

In some Spanish speaking cultures, if you look at a baby funny, it is considered giving the baby the evil eye. This can result in grave harm to the child, in their belief. What should you do?

Educating your staff is an essential aspect of Latino lawyer marketing.

First, make a quick and sincere apology. Who ever is accused of giving the evil eye will then have to bestow a blessing on the child. Regardless of your beliefs, bestowing a blessing need not offend the beliefs of the one giving it. It can simply be as simple as saying, “ May your child be blessed and have a long and fruitful life, full of many blessings.”

Note that the blessing did not include any references to God.

Your Marketing Plan

Like a business plan, create a Latino lawyer marketing plan.

Who are your target market? New immigrants, first, second or third generation Americans from Spanish speaking decent?

Are you interested in business, personal law, med mal, etc, and what are the needs of this market. They may have unfulfilled needs and not have access to legal remedies until you come along. Cultural differences may prevent them from seeking legal relief. Some services may just not be marketable. Or, with education, they may be a new market for your firm.

Do you have access to Spanish speaking staff? Are they native speakers of your target market group? Always use Spanish in your communications and at the best, use a native speaker of your target market. Remember, people consume what they want before what they need. They consume based on emotion before logic. Your marketing should speak to these wants and emotions. In Spanish speaking cultures, the values are related to tradition, cultural pride, family, the importance of honor, good manners, respect for authority and respect for the elderly.

Preserving the Spanish language inside the family is common in most Hispanic homes Make effective use of color in your marketing. Use colors that are popular in the area of your target market. Try to be entertaining and fun in your marketing. Use pictures if and when possible. Use Spanish media to connect with your target audience. Spanish newspapers, radio programs, cable TV are all ways to reach out and touch someone in Spanish.

The best way to connect with the Spanish speaking consumers is the internet. The beauty of this medium, if business is slow, you can build your own. You can build an internet based law marketing website for a fraction of what it will cost to pay for someone to do it for you.

If you can write a letter and if you can send an email, then you can build a successful internet based business. More importantly, with the system we recommend, you can actually build a site that will out preform websites built by professional website builders.

Add latino lawyer marketing and you can far exceed your competition.

No need to learn Website Building language in addition to the Spanish language.

Why build you law firm website or your Latino lawyer marketing site yourself? Because only you will know how to best build your business. Hire someone else for thousands of dollars and you could be missing thousands of potential visitors. Visitors you would get if you built the site yourself, with the knowledge of your market and what you want. If you are not a native speaker, you will have an additional expense of hiring a Spanish writing translator to reword your copy into Spanish.

Your entire site does not need to be in Spanish. Only the pages targeting the hispanic population in your area need to be in Spanish.

How does it feel when you don’t have to write a check? It does not feel like anything, does it. Imagine investing the time to learn how to build your own web site and not having to write a $500 a month check to your webmaster. Imagine being able to train your staff to do the basic changes you will need and want on a weekly or monthly basis.

Yea, it is that simple to build a website, that is, if you have a little assist such as we provide.

To build a site that gets highly targeted visitors to your site, how big is the market? Over half of the Hispanic population in the US are online, about 23 million. This is a large market. They will spend one hour more a day than US residents in general do.

They also use the same search terms that the average US web searcher uses. The main difference, given a choice, the majority prefer Spanish language websites.

Unless you can write Spanish copy, you will need to hire a translator writer. The copy will need to be search engine optimized in Spanish. This means each page will have to focus on one of the keywords that will be discovered as part of your market research. As part of your market research, you will have to consider your local market and the online search habits of your local Spanish speaking population.

You will also have to consider the issues that the Hispanic community faces so that your website marketing is culturally relevant. In doing so, you will position your firm as the expert that the community will look to for legal advice.

There is more to come on Latino Lawyer Marketing. Please check back as we update this.

Go to Part I

More on Latino Lawyer Marketing Part I: Differences in the Spanish Speaking Culture

or Can You Say...Increase My Revenues... in Spanish? By implementing Hispanic Lawyer Marketing, you will be able to increase your profits.