MERCADEO Versión en español
Daniel González, Marketing Expert: Language Can Be a Powerful Sales Tool
Manuela Walfenzao| 19 de julio de 2017
Los hispanos de la generación Z son tan americanos y patriotas como sus iguales no hispanos
According to Daniel González, bilingual Copywriter specialized in Direct Marketing for the U.S. Hispanic and Latin American markets, we must think of Spanish as a hook to convince consumers of buying a product or service. “When you communicate in Spanish you not only reach English speakers, but also make it easier for different generations to share valuable information” he said. Language can be a powerful sales tool, he added. González offered key guidelines to develop a long-term strategy related with the use of language. First, related with bilingual use, he recommended both copies be placed side-by-side so the two languages can be easily compared. When referring to Spanish dialects, he said it is important to remember that you’re communicating with people who live in the United States, not in Mexico, Colombia or Spain. Although it may be hard for native English-language speakers to believe, it is possible to talk to all Hispanic groups in one generic voice. More than translating, according to González we must adapt. The quality of the translation of a promotion, information or editorial that sells is in adapting concepts and ideas that the text in English is trying to express in Spanish in a clear and effective way. He also said it is better to show respect using formal language, such as “usted” instead of “tú”, since the latter can sound condescending, as slang or “from a different country.” According to González details are important in the use of language. He expressed that there must be an editing process throughout all the stages of the creative process and recommended hiring an expert to consider all the comments and recommend the edition of the final version.
Diario de Hoy
Noticias relacionadas (4)
29 de junio de 2017
Nuance: La inteligencia artificial al servicio de los operadores
16 de junio de 2017
ALMA apuesta con Spanish Lessons, Episode Leak y Spoiler Alert de Narcos