Are you (unintentionally) alienating your audience?
Kate and I had the pleasure of sitting down with Comprehensive Copywriting Academy student and bilingual copywriter Ceci and WOW!
This episode of the Build Your Copywriting Business podcast is a masterclass in connecting with your audience in a meaningful way.
And Ceci’s story is incredibly inspiring, too.
As a Latina copywriter, Ceci notices when copy has been intentionally written for a Spanish-speaking audience … and when it’s been haphazardly translated into English.
And that difference is huge.
When you take the time to authentically connect with your audience, they’re more likely to take the action you want them to take.
When you don’t take the time to connect with your audience?
At best, they’ll ignore the message. At worst? They’ll think negatively of the brand.
Listen now for pro tips on building deeper connections.
TUNE IN: Spotify | Apple Podcasts | Stitcher
Prefer to watch the episode? Hit play below (plus, hit “cc” to toggle on closed captioning!)
A Sneak Peek at the Episode
[01:46] I’m from Venezuela and studied classical languages, literature, and philosophy, with plans to pursue a master’s degree in France. COVID completely disrupted those plans and left me unexpectedly rebuilding my life in Colorado.
[03:09] I became a Montessori teacher. I was very happy with it because it has a lot of philosophy but also slowly burning out from the intensity and schedule. I’ve been doing a lot of creative writing my whole life even though I had only ever seen it as creative writing.
[04:00] When I was driving to school one day in the morning, I found the free copywriting training. I just got engaged with it. What stood out wasn’t just copywriting itself but the idea that I could build a life on my own terms through writing. I started doing the research in CCA and enrolled right away.
[06:49] I sent my first invoice, and then I had my first payment. I was so excited. Went to my husband telling him “I, for real, made money out of writing”.
[08:55] Nikki and Kate are saying to do this and these, and those are the steps I’m taking. And that’s how little by little I’ve been following each part of the training and I’ve been putting all that knowledge that I’m gaining into action through the steps that you guys give us.
[10:35] Working bilingually became my advantage, especially through transcreation not just translating words, but adapting messages for Hispanic audiences. This work has been both fun and meaningful.
[11:00] I take the messaging in one language and adapt that brief to include the Hispanic community. And then transcreate the messaging into Spanish and it’s been so fun. Companies often rely on direct translation, which misses emotional nuance and fails to connect.
[18:54] The imposter syndrome training helped me recognize that motivation fades and that discipline and intuition matter more. That little voice of intuition is the one you need to listen to.
[23:10] Success isn’t limited by where you live. I expanded my pitching beyond Colorado and found traction elsewhere.
[26:39] One of the things that drained me the most with teaching was the schedule. So it’s a schedule you cannot miss a day basically. Now having this freedom in my day to day, while discipline is required, the autonomy is life-changing.
[30:00] I encourage listeners to start now, even without everything figured out. Fear of mistakes shouldn’t stop anyone from beginning.
Must-Hear Takeaways
As with every episode, we highly encourage you to listen to the entire conversation! But here are a few of the highlights:
“Seeing myself having my own LLC that I built with my copywriting business and all of that, it feels like a dream. Something I never expected, or planned, and it came to be like the best decision I’ve ever made.” – Ceci
“All these fears that I needed to adapt and the CCA has been the bridge for me to not just adapt to that, but to really find meaning.” – Ceci
“If you don’t get quite the results you’re looking for. You try something else, in a different way.” – Nicki
“There is always a possibility to start now something that we really want.” – Ceci
Mentioned in the Episode
- Ceci’s LinkedIn Profile
- Ceci’s Portfolio Site
- Top Tips for Wildly Effective Pitching
- Fight These 10 Fears with a Systematic Process
Related Links
- Ep. 40: Empowering BIPOC Businesses as a Black, Hispanic Copywriter – Ashley’s Story
- How Do You Write for Translations?
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About the Build Your Business Podcast
Ready to turn your love of writing into a successful copywriting career?
Join professional copywriters Nicki Krawczyk and Kate Sitarz to get the tips, tools, and training to help you become a copywriter and build a thriving business of your own. Nicki and Kate have 20+ and 10+ years of experience, respectively, writing copy for multi-billion-dollar companies, solopreneurs, and every size business in between.
Whether you want to land an on-staff job, freelance full-time and work from wherever you want, or make extra money with a side hustle, the best place to start learning is right here.
