Businesses make three common mistakes with the Latino community. First, they think they have to learn to speak Spanish in order to reach them. Second, they don't have enough accurate information to empathize with the millions of immigrants who are eager consumers. Third, they believe the widely circulated, erroneous information about marketing to Latinos. The good news is that Spanish is not the key to connecting with most Latinos--mainly, that is, the Latino immigrants. It's good news because few Americans will ever learn Spanish for communication, even though most of them have had Spanish courses at one time or another. Spanish Is a Dying Language: How Businesses, Organizations, and Politicians can Reach Latinos is no gimmick. Times have changed, and businesses are wise to look at the facts and plan accordingly. Too many companies throw money at an undefined "Latino market" while using poorly guided strategies. This short book is packed with a perspective and a solid foundation for rethinking how you can approach the Latino immigrants. Read the book and avoid wasting a lot of money and effort. Be one of the few people in your niche to connect intelligently with a population that lives in another world just down the road.