Global Movement Project | Episode 1
One of the most widely believed misconceptions among non-native English speakers is that language barriers can impede professional success. However, our conversation with Tereza Toledo tells a different story.
In Episode 1 of the Global Movement Project, Pinterest marketing expert and content creation mentor Tereza Toledo joins us as a special guest. She delves into her journey of overcoming language barriers and embracing her cultural background to build a successful six-figure business in the United States.
Looking for the full episode? We got you – just click on the thumbnail below!
- Marketing works differently in different places. Cultural differences play a crucial role in deciding what to create and offer to your audience.
- The cultural background and accent of a non-native English speaker is not a limiting factor to collaborating with international clients and effective marketing to English audiences.
- Presenting yourself and your services with authenticity will attract more clients and take you farther in your marketing journey.
- Consistency is the driving force for business owners and freelancers to achieve goals and build a loyal community.
- Diversity and inclusion in marketing offer a broad selection of ideas and untapped channels which are simply unattainable when you niche down.
What is the Global Movement Project?
I started the Global Movement Project to shed light on individual experiences, hurdles, and successes of non-native English speakers navigating the business landscape. Its core purpose is to bring insights into diversity, inclusion, and gender equality in the marketing field by creating a global movement, and breaking biases to support individuals who are hesitant to take the risk and face the challenges of pursuing their dreams at a global scale.
Tereza Toledo: Where and How It All Began
Tereza Toledo is a Brazilian native who learned English during her teenage years. Her career as a business owner began during her humble intern days. Starting a business in the United States came naturally to her, especially as she worked on American programs for her internships.
“… at that moment, for me, it seemed it made more sense, and it was more intuitive,” she says.
Value for money also plays a crucial role in Tereza’s decision-making process. Since her early days venturing into the world of business, Tereza knew that her services go above and beyond what local Brazilian clients were willing to pay for.
Opportunities to run a successful business, especially in marketing, also vary according to culture and geographic location. “We always have this thinking of marketing as the same thing everywhere. It’s not,” Tereza says.
“[There are] cultural differences that you have to observe and keep in mind when you are creating, when you’re serving,” she continues.
Accounting cultural nuances in marketing allows you to understand your audience more and broaden your reach. Understanding the do’s, don’ts, and other issues you may encounter in niche or local marketing early on also help you weigh your choices on where and how to run your business.
Persistence Amidst Challenges
English is no easy language, but for Tereza, this second language was her capital to success. She embraces her origins, and through her authenticity, she is able to win over clients and build a strong connection with her audience.
During the interview, she recounts a memorable experience from one of her very first times to speak up among other English speakers:
“[English is] not my first language. I worry that people are not understanding. And then somebody said, ‘Listen, first and foremost, this makes you unique. You know, you have to [remind] yourself that if you are speaking like this because it’s your second language, first of all, you’re already winning because it is your second language.’
“Most people you’re going to encounter are still in their first language, right? So, give yourself grace and appreciate that. […] maybe that’s what makes it interesting about you.”
She emphasizes the importance of embracing your origins and the unique perspectives they offer. Interestingly, she used her unique speaking accent to hook audiences and close successful client offers.
For Tereza, the secret ingredient wasn’t just about her fluency in English, but how she managed to strike a chord with her audience through her authentic self.
“This is what I’m doing. This is how I’m doing [my work]. Now, if you feel that because of my background, because of my accent… [my offer] doesn’t serve you, that’s okay. I know there are others that will [accept my services],” Tereza reasons.
Tereza believes that making a career out of marketing as a non-native English speaker is not an issue or cause for concern at all. Rather, it is an opportunity to stand out among competitors. According to her, there is absolutely no need to strive for perfection – mistakes are bound to happen when conversing with international clients.
“… but at the end of the day, nobody will care. Everybody’s so focused about their own selves and their own mistakes and how they’re perceived and thinking that everybody’s watching them, but they’re not really watching you,” Tereza explains.
English is just another tool to connect and hold conversation with. To Tereza, what matters most as a business owner is “showing excellence through your work”. Professionalism is the most important when it comes to quality of work – not race, ethnicity, religion, or even language.
Tereza candidly shares that as a woman of color running a business, pre-existing beliefs can be difficult to overcome. Women were always taught to be quiet and submissive, but Tereza learned to become assertive and align her goals with her digital presence to build her business from the ground up.
The Journey to Building a Six-Figure Business
Developing a business and maintaining it at a high level requires consistent effort and a mentality for continuous improvement. Tereza also dealt with a significant amount of trial and error to achieve a six-figure business. To her, learning as you go is the most valuable while striving to meet your dream monthly income.
“… one thing people tend to forget is the amount of time and effort and help you’re going to invest to get to that number,” Tereza quickly notes.
While many business owners and freelancers aspire to work for only 3-4 hours a day, doing so would not bring in a six-figure income instantly. Tereza explains that putting in more time or hiring help are options, but establishing a six-figure business does not happen overnight.
Tereza also discusses quality over quantity. As your business grows, you would only want to work with clients that are a good fit for your business. You can’t work with everybody and offer compromised services. What is more important is having fun in learning new ways to enrich your skills.
Discover how I successfully closed 9-figure client proposals as a non-native English-speaking digital marketer here.
Leveraging Diversity and Inclusion in Marketing
Discussing the dynamics of operating in a diverse cultural market like the U.S., Tereza emphasized the power of an online presence across multiple platforms. Having a wide digital presence, she stated, was vital in her business growth.
She also encouraged business owners and freelancers to align their marketing strategies with their unique identities, leveraging diversity as a business strength to connect with a multicultural audience.
“What you have gathered in terms of culture, languages, experience, that only adds up. That doesn’t take away from you… With all of those experiences, with all of [what] we have, we can bring a different… customer experience, a different result, because we are using all of that,” Tereza clarifies.
Make the most of your multilingual experiences with this expert-approved multilingual marketing strategy tool kit!
Advice for Aspiring Entrepreneurs
For individuals wanting to build their own six-figure businesses, Tereza shared some invaluable advice:
“… Let go of waiting for the perfect situation, the perfect branding, the perfect website…, the perfect offer. No, just get going and it will happen as you go… You’re going to feel uncomfortable for a couple minutes, somebody’s going to make a bad comment, or nobody’s going to say [anything]. That’s the worst that can happen. So, do it. And polish, perfect, improve as you go.”
She emphasized just starting the journey instead of waiting for the perfect situation. Holding yourself back due to fears of imperfection can delay you from achieving your potential. Lastly, she highlights the importance of daily actions in building and growing your business.
Tereza’s Book Recommendations
- The Subtle Art of Not Giving a F*ck (by Mark Manson)
- The Desire Map Experience: A Guide to Creating Goals with Soul (by Danielle LaPorte)
- Books from authors Brené Brown, Glennon Doyle, and Gabrielle Bernstein
Tereza’s success story is an inspiring lesson that language is just a tool, and it should not dictate our potential for professional success. Embracing your diverse background can enable you to provide rich, unique experiences to your potential clients if leveraged strategically. Your uniqueness isn’t a hurdle to success; it’s your superpower.
How did you like our first episode? Feel free to share your thoughts in the comments below!
NEXT UP: Stay tuned as we explore and share more empowering journeys of non-native English speakers thriving in the professional realm in our upcoming Global Movement Project episodes!
Talk soon,
Hyein
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