I read this review on USA Today
of a new book by José Cancela called The Power of Business en Español
. In the book, he breaks down the 7 keys to reaching the Hispanic market, according to the review.
1 .Hispanics all use the same dictionary.
2.Hispanics are everywhere.
3.Hispanics love the USA. They come to this country, Cancela says, for the same reason the Founding Fathers did: to build a better life and put down roots.
4. Hispanics vote.
5. Hispanics have strong family values.
6. Hispanics want to be courted in the language most comfortable to them.
7. Hispanics have real buying power. In three years, the buying power of Hispanics in the USA is expected to hit $1 trillion, up from close to $700 billion today.
In addition the review mentions that Cancela is "promising royalties" from the book to a micro-lending organization in New York that aids women in Latin America.