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Know Who You’re Talking To: The First Step to Growing with Purpose
Siembra Connect: Issue 204
George Torres
September 14, 2025
Hello Cultivators,
Happy Latino Heritage Month!
Every creator wants to grow, but growth starts with connection. The strongest connections happen when you know exactly who you’re speaking to. This week we’re digging into the importance of understanding your audience—not just what they like, but what they need, where they spend their time, and how they want to be spoken to.
Before we jump into the lesson, I’ve also pulled together the latest news shaping the creator economy and a list of upcoming events that can help you sharpen your skills and expand your network.
Let’s keep growing,
George
❝
“If you try to speak to everyone, you’ll end up connecting with no one. Clarity about your audience is the first seed of real growth.”
George Torres, Founder - Siembra Connect
When I decided to start this newsletter, I knew I had to get clear on who I was creating this platform for. I didn’t just want to write to everyone…I wanted to speak directly to the people who needed it most. That meant defining the challenges, dreams, and values of my ideal reader before anything else.
Thought Process Statement
My work is rooted in the belief that many culturally conscious Latinos in corporate roles are sitting on untapped potential. They carry both professional expertise and personal passions, yet imposter syndrome and perfection paralysis keep them from starting. I focus on helping them break free from those blocks so they can build service-based projects that honor who they are, reflect their culture, and create a real path toward financial independence.
Here Is One Of My Ideal Client Snapshots
(based on an actual client)
Name/Identity: Ana, 32, first-generation Latina professional in finance
Current Situation: Works a demanding 9–5, respected at her job but feels unfulfilled. She has a deep passion for wellness and community coaching but struggles to see herself as “qualified” outside corporate.
Pain Points:
Constant self-doubt about whether people will pay for her services
Stuck waiting until everything is “perfect” before she launches
Torn between her professional skills and her personal passions—unsure how to combine them
Dreams/Goals:
Build a service-based project that blends financial coaching with culturally rooted wellness practices
Earn enough side income to feel secure leaving corporate within 2–3 years
Gain confidence and visibility while serving her community
What She Needs:
Permission to start before she feels “ready”
A framework to align her skills and passions into a clear service offering
A roadmap toward financial independence that feels attainable and culturally authentic
Here is a break down of what I had to work thru to get to my ideal client avatar.
Step | What to Ask & Do | Why It Matters |
|---|---|---|
1. Define who you're serving | What are their interests, challenges, dreams, backgrounds, values? Use surveys, DMs, analytics. | You’ll make content that resonates rather than content that feels generic. |
2. Learn where they hang out | Which social platforms, groups, forums, newsletters do they use? What formats (video, text, posts, live)? | Helps you pick the right place & format, so your reach isn’t wasted. |
3. Notice how they communicate | What tone do they like? How formal or casual? Do they trust storytelling, facts, humor, visual style? | You’ll build trust and identity more quickly. |
4. Test & get feedback | Try small pieces: a poll, a story, a video. Ask: “Did this help you? Did you like this format?” Adjust. | You refine rather than guessing. Saves time. |
5. Evolve with them | Your audience changes as platforms change and as they grow. Stay curious. Re-check. | Keeps your content relevant & relationship strong. |
The outcome…
Here is my ideal client positioning statement for this avatar.
❝
"I help culturally conscious Latinos break free from imposter syndrome and perfection paralysis so they can launch service-based side projects that blend their professional expertise with personal passions—building a clear path to financial independence."
Next steps…
Now I can build resources that help her move step by step from the 9 to 5 grind toward financial independence… here are some basic examples.
Ads
Targeting:
Use Facebook/Instagram Ads Manager to target Latinos in corporate roles, ages 28–40, with interests in entrepreneurship, coaching, or personal growth.
Layer in behaviors like “career change,” “side business,” or “leadership development.”
Messaging:
Call out their pain point: “Still in corporate but dreaming of independence?”
Highlight their block: “Imposter syndrome keeping you from starting?”
Offer a bridge: “Here’s how to start your project without waiting for perfect.”
Ad Formats:
Video testimonial-style ads (you speaking to camera about your journey)
Carousel ads breaking down “3 steps to start your side project”
Lead-gen ads that drive to your newsletter
Social:
Share stories of Latinos who escaped corporate and started service projects.
Post “before vs after” frames: corporate identity vs creator/coach identity.
Use polls and threads: “What’s stopping you from launching your project—fear, time, or money?”
Newsletter:
Write content in their voice: “You’ve got the skills. You’ve got the passion. Now it’s time to start.”
Create guides like “How to validate your service idea in 7 days.”
Spotlight members who’ve launched projects despite fear.
Video/Podcast:
Host conversations with Latinos who left corporate and built service-based businesses.
Short-form reels: quick tips for breaking perfection paralysis.
Action Items: What You Can Do This Week
Here ishow you can start exploring your ideal client using the format I just shared.
Pick one audience profile you think you serve. Write a “persona” (name, age, habits, what keeps them up at night).
Review your content formats: Which ones have highest engagement? Double-down on those; experiment modestly with new ones.
Join one of the upcoming virtual events. Get a note or slide deck if available to absorb insights.
Track at least 2 new creators in your niche; analyze how they talk to their audience (tone, visuals, pacing).
Struggling to figure out who your business is really for? Let’s define your ideal clients together so you can create content and offers that truly connect.
Creator News Drop
Here are some more headlines.
Patreon is wooing newsletter writers (and changed its fees)
Patreon is upgrading email/newsletter tools to attract Substack writers, while introducing a standard 10% fee for new creators.
Read More…
Threads adds DMs and expands its API
Threads now supports direct messaging, highlighted perspectives, scheduling, replies, and analytics via its expanded API.
Read More…
Instagram’s latest posting pace & Reels tips
New IG guidance recommends around 10 Reels per month and a focus on carousels tied to business goals.
Read More…
Pinterest Inclusion Fund (Year 5)
Pinterest reopens its Inclusion Fund, offering support, funding, and resources for underrepresented creators.
Read More…
TikTok’s sale-or-ban law still looms
The Supreme Court upheld the sale-or-ban law, with new reports suggesting more deadline extensions are likely.
Read More…
Upcoming Events Presented By The Hispanic Federation (NYC)
September 17th
September 27th
September 30th
October 2nd
October 15th
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🍂 Share Siembra Connect This Fall
Siembra Connect is about cultivating ideas, stories, and community. And the best way to grow is by inviting others into the conversation.
If you know a friend who’s building their voice, starting their business, or just looking for inspiration, forward them this newsletter or share your referral link below.
Together, we can make this season one of growth and connection.
This newsletter is a harvest of ideas to carry you through the fall season. Remember, the seeds you plant now shape the growth ahead.
Keep cultivating, keep connecting, and let this season be one of grounding and abundance.
See you on Wednesday!
George Torres, Founder - Siembra Connect
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