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The Five Perspective Points. When it comes right down to it: Opinions are formed by perspective. Perspective, in turn, is formed by environment, physiology and psychology. Change any of those three and perspective changes. Changes in perspective lead to understanding. Understanding may lead to empathy and perhaps even a change of heart.

You may have heard of the book Tuesday’s with Morrie. It could have been any day of the week, but I had a similar experience with my friend Marcos Diaz-Lanz. When I met Marcos he was not a young man but he was full of life. Let’s just say Marcos may not have been dealt the best hand in life, particularly when he was on the last few holes of the back nine (sorry but I couldn’t resist the sports analogy, it just means he was moving towards his dying days).

You’ve heard of the four ‘Ps’ of marketing, and there are also the lesser-known four ‘Rs’ of Hispanic marketing. First, I want to advise you this is not a comprehensive guide to Hispanic Marketing – there have been books written about the subject. This is the 30,000-foot view that is meant to be an eye opener. There are actions to take as first, basic steps. Here we go.

And the Three Are… I know, I questioned it too: only three strategies? That’s right, the key word is “STRATEGY.” There are many, many tactics, but only three strategies. This is a very simple concept and you’ve implemented at least one of them if you sell goods or services. They may be employed via conscious effort but sometimes it happens almost by serendipity.

Build Your Brand .Awareness. Building awareness is job number one. Obviously, your target audience has to know that you are around. Today’s multimedia world makes building awareness less expensive but perhaps more challenging than ever. You don’t have to use traditional broadcast and print media anymore, which can get very expensive. Digital and social media marketing is affordable, even for small companies, but it is becoming increasingly difficult to cut through the constant, ubiquitous bombardment of marketing messages over countless digital and social media platforms (and growing). It used to be just television, radio, billboards, newspapers and magazines, now we see advertising on all our digital, social or gaming medium of choice.

Is Social Media Really Social? Is “Social media” a misnomer? Maybe a more accurate description is “self-expression media.” The diverse media, from Facebook to twitter and beyond, give individuals a platform to express opinions and feelings. More Crazy Names. Or maybe it’s “exhibitionist/voyeur” media where people display their lives and/or talents for all to see as followers and fans lick their chops in anticipation of what happens next. Another take may be “admiration media” where likes are a virtual fist pump and shares are the maximum expression of respect. What about “FOMO media” where you’re sure not to miss out on just about anything if that’s what you want. What I’m thinking is that being social or social interaction goes beyond everything I’ve mentioned.