Hispanic family smiling in the United States

As an immigration lawyer, you may have noticed that gaining the trust of the Hispanic community can be challenging, especially when there is a language and cultural barrier. How can Document Translation Services help Immigration Lawyers engage with the local Hispanic community?

Take the following steps to engage potential new clients:

Seek first to understand, then to be understood.

One of my favorite books is “7 habits of highly effective people”, written by Stephen Covey. One of the 7 habits that the writer highlights is the need to understand others, before bringing them along to our train of thought. Answer these questions when seeking to engage the Hispanic community:

  • What is their background?
  • Where are they from?
  • What do they want to accomplish?
  • What are their goals?
  • What are their fears?

Strive to understand the composition of the Hispanic market in your area, and engage them according to their regional interests, instead of supposed stereotypes.

Build Rapport

Make them feel comfortable. Build relationships before asking for their business. Juan Tornoe of Cultural Strategies mentions:

 “Latinos interact in a more personal manner. We want to be recognized as a person. Connect with me on a personal level before you start selling me. When a Latino walks into your business, sends you an e-mail, visits your Web site, is on the phone, be ready not to go into full sales mode.”

Engage the community

  • Reach out to them where they live and work.
  • Take advantage of cultural celebrations and events, such as Cinco de Mayo and Mexican Independence Day, to spread the word about city services and ways to become involved.

Write them a letter, using their name

Receiving mail feels good! Use a document translation service to help dictate the grammar, style and colloquialisms for a warmer connection to your Hispanic audience.

Need help writing the letter? PSquared can help. Mention our blog post, and we’ll give you 20% off of your first translation.


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