¿Habla Español, dude?

I took half a semester of Spanish in junior high. By rights, I should know about four words of the language. And save for a few things I learned during my honeymoon in Mexico (Helado de coco, anyone?) that’s about it. Yet somehow, I’ve won awards for my Spanish-language TV and radio spots. ¿Como? Well, I think the key is that before I start writing, I work to understand my target market. Only then do I feel ready to write spots that solve their problems or allay their concerns. It sounds like magic, but isn’t that the way to write a good spot for any market? Por supuesto.