The Trial Lawyer Summer 2018 - Page 33

client base is creating messages specific to them .
At a recent trial lawyers conference , dozens of attorneys were asked what cases they were working on that primarily affected the Latino demographic . Almost all these attorneys said , none . This answer changed when the attorneys were pressed regarding specific types of cases , such as hernia mesh , Mesothelioma , talcum powder , and car accidents . Without even realizing it , these attorneys had specialized in the types of cases that disproportionally involve Latino clients .
Law firms should be informing Latinos about the ways they ’ re being adversely affected and their right to act . Offer informational resources on your website or social media channels in both English and Spanish . Attend local Latino events and offer free consultations . Simply disseminating information however doesn ’ t get you far if you aren ’ t sending the right message .
Sending The Right Message
The first step in speaking to Latino consumers is understanding the audience , as well as the unique cultural values that drive them . When it comes to targeting Latino consumers with the message of legal access , it is important to focus on value-oriented messaging , like getting compensation for the whole family , not just the injured individual . In Latinofocused car crash commercials , it is always better to feature a family — not just a single driver , the way some general market commercials do .
Another important aspect of advertising to the unacculturated Latino community involves creating ads that walk consumers through the benefits they could potentially receive , and stress how consumers can call and retain an attorney without an upfront fee .
To create loyalty within the Latino community , one must speak to the correct values . Decisions are driven by thinking , but behavior is always driven by emotion . And this is especially true within the Latino community . It isn ’ t enough to simply take an English advertisement and translate it into Spanish .
In addition to the content of advertisements , it is important to select the correct media . Again , Latino consumers are not simply a microcosm of the larger market . Latino media consumption patterns differ from general media consumption patterns . Latinos have been early adopters of new technology , including smartphones and social media and rely on smartphones to utilize apps similar to WhatsApp or Skype as a means for free international calling , or Facebook to keep in contact with family .
Not only is it important for websites to be mobile-enabled , they should also have a fully enabled Spanish-language version . Don ’ t just rely on Google Translate . To do this right , it is important to hire a Spanish-speaking copywriter to produce content for the website . Languages often don ’ t translate directly . Words can have different connotations in different languages , and certain marketing concepts that resonate in the general market may not cross cultural barriers well .
In addition to the web , both TV and radio are a great way to connect with Latino audiences . According to Nielsen , radio reaches 98 % of Latinos aged 18 + on a weekly basis , compared to the national average of 93 %. In terms of television , Latinos between the ages of 50-64 watch 162 hours of traditional TV each month . An estimated 83 % of U . S . adults in Latino TV households speak some Spanish at home , with 27 % speaking only Spanish . If they speak Spanish at home , it ’ s likely that they consume at least some Spanish media . Utilize these advertising channels to reach a Latino audience that is lacking the legal help they need .
Supporting An Underserved Community
No one can prevent the accidents or exposure to bad medicines , but trial attorneys can help make it right by getting underserved Latinos the medical care and compensation they are entitled to .
Latinos form an immense and growing demographic that has been historically underserved when it comes to legal services . They are uniquely vulnerable and more likely to be victims of permanent or catastrophic injuries and accidents . Sadly , Latino workers have the highest occupational fatal injury rate among major ethnic groups . In 2015 , Latinos accounted for 18.6 % of the 4,836 reported fatal work injuries in the US . And while reaching out to Latinos , particularly unacculturated Latinos , requires some different skill and knowledge than advertising to the general market , the message will have greater reach and the investment greater return in terms of both serving the community and growing practices .
Latinos who are undocumented are susceptible to immigration or authorization issues with themselves or members of their families . This can make trying to access even the most basic services terrifying . Simple everyday tasks that most of us take for granted , for example getting in the car and driving to work or dropping the kids off at school , or going to the doctor , can seem impossible for people who fear one misstep could uproot the lives they ’ ve worked so hard to create .
Fortunately , this is an area in which as trial attorneys you can inform undocumented Latinos of their rights . California Bill AB2159 , by Assembly Member Lorena Gonzales ( D-San Diego ) and co-sponsored by Consumer Attorneys of California ( CAOC ) and the Mexican American Legal Defense and Education Fund ( MALDEF ) which was signed into law August 2016 by California Governor Jerry Brown , ensures that an injured person is fairly compensated for future lost income and medical costs , regardless of his or her immigration status . California law is currently working to protect undocumented residents .
Potential Latinos clients may not know to look for you , but you can still find them .
The Trial Lawyer x 31
client base is creating messages specific to them. At a recent trial lawyers conference, dozens of attorneys were asked what cases they were working on that primarily affected the Latino demographic. Almost all these attorneys said, none. This answer changed when the attorneys were pressed regarding specific types of cases, such as hernia mesh, Mesothelioma, talcum powder, and car accidents. Without even realizing it, these attorneys had specialized in the types of cases that disproportionally involve Latino clients. Law firms should be informing Latinos about the ways they’re being adversely affected and their right to act. Offer informational resources on your website or social media channels in both English and Spanish. Attend local Latino events and offer free consultations. Simply disseminating information however doesn’t get you far if you aren’t sending the right message. Sending The Right Message The first step in speaking to Latino consumers is understanding the audience, as well as the unique cultural values that drive them. When it comes to targeting Latino consumers with the message of legal access, it is important to focus on value-oriented messaging, like getting compensation for the whole family, not just the injured individual. In Latino- focused car crash commercials, it is always better to feature a family — not just a single driver, the way some general market commercials do. Another important aspect of advertising to the unacculturated Latino community involves creating ads that walk consumers through the benefits they could potentially receive, and stress how consumers can call and retain an attorney without an upfront fee. To create loyalty within the Latino community, one must speak to the correct values. Decisions are driven by thinking, but behavior is always driven by emotion. And this is especially true within the Latino community. It isn’t enough to simply take an English advertisement and translate it into Spanish. In addition to the content of advertisements, it is important to select the correct media. Again, Latino consumers are not simply a microcosm of the larger market. Latino media consumption patterns differ from general media consumption patterns. Latinos have been early adopters of new technology, including smartphones and social media and rely on smartphones to utilize apps similar to WhatsApp or Skype as a means for free international calling, or Facebook to keep in contact with family. Not only is it important for websites to be mobile-enabled, they should also have a fully enabled Spanish-language version. Don’t just rely on Google Translate. To do this right, it is important to hire a Spanish-speaking copywriter to produce content for the website. Languages often don’t translate directly. Words ca ٔɕЁхѥ)ɕЁՅ̰х)ɭѥ́ѡЁɕͽєѡ)ɅɭЁ䁹Ёɽ́ձɅ)ɥ́ݕ)%ѥѼѡݕѠQX)ɅɔɕЁ݅Ѽ)ݥѠ1ѥՑ̸ɑѼ)9͕Ʌɕ̀1ѥ)ଁݕ䁉̰ͥɕ)ѼѡѥٕɅ̔%ѕɵ)ѕ٥ͥ1ѥ́ݕѡ)Ё݅эȁ́Ʌѥ)QXѠѥѕ̔)TLձ́1ѥQX͕)ͽM͠ЁݥѠܔ)M͠%ѡ)M͠ЁӊéѡЁѡ)յЁЁͽM͠)Uѥ锁ѡ͔ٕѥͥ́Ѽɕ)1ѥՑѡЁ́ѡ)ѡ䁹)MѥU͕ٕ) չ)9ɕٕЁѡ́)ɔѼ̰Ёɥ)ѽɹ́ЁɥЁ)ѥչ͕ٕ1ѥ́ѡ)ɔͅѥѡ)ɔѥѱѼ)1ѥ́ɴ͔)ɽݥɅѡЁ́)ѽɥչ͕ٕݡЁ)Ѽ͕٥̸Q䁅ɔչՕ)ձɅɔѼ٥ѥ)ɵЁȁхɽɥ)̸M䰁1ѥݽɭ)ٔѡЁѥх)Ʌєȁѡɽ̸%(԰1ѥ́չѕȀؔ)ѡа؁ɕѕхݽɬɥ)ѡULݡɕЁѼ)1ѥ̰ѥձɱչձɅѕ)1ѥ̰ɕեɕ́ͽɕЁͭ)ݱѡٕѥͥѼѡɅ)ɭаѡͅݥٔɕѕ)ɕѡٕѵЁɕѕȁɕɸ)ѕɵ́Ѡ͕٥ѡչ)ɽݥɅѥ̸)1ѥ́ݡɔչյѕ)ɔ͍ѥѼɅѥ)ѡɥѥՕ́ݥѠѡ͕ٕ)ȁ́ѡȁ̸Q́)她Ѽٕ́ѡ)͕ͥ٥́ѕɥ她Mٕ呅)хͭ́ѡЁЁ́хȁɅѕ)ȁᅵѥѡȁ)ɥ٥Ѽݽɬȁɽѡ́)Ё͍ȁѼѡѽȰ)͕ͥȁݡȁ)ѕձɽЁѡٕ́ѡeٔ)ݽɭͼɐѼɕє)չѕ䰁ѡ́́ɕ)ݡ́ɥѽɹ́ԁɴ)չյѕ1ѥ́ѡȁɥ̸) ɹ 䰁͕)5ȁ1ɕ酱̀M)ͽɕ յ)ѽɹ́ ɹ = )ѡ5᥍ɥ1͔)Սѥչ51)ݡ݅́ͥѼ܁՝Ѐ) ɹٕɹȁ) ɽݸ)ɕ́ѡЁɕͽ́ɱ)ͅѕȁɔЁ)̰ɕɑ́)ȁȁɅѥх̸ ɹ)܁́ɕѱݽɭѼɽѕ)չյѕɕ̸ͥ)Aѕѥ1ѥ́́䁹)܁Ѽȁ԰Ёԁѥ)ѡ)QQɥ1ȁ