✨Too busy to read today? Jump to the bottom for the speedy rundown.✨

The sun actually came out in San Diego this weekend...

And before ya come at me with "But it's always sunny in San Diego, Mayra!"​
​
We have a thing here called "May Gray" and "June Gloom."
​
And knowing my Cancer, sunny vibras energía, when that sun popped out, I was OUT — with mi Coco of course.

We were walking past a group of tourists when I overheard someone say:

“I love this beach. The sand doesn’t get stuck in your shoes like the one by the pier.”

Not “the beach was nice.”

Not “the sand felt good.”

They gave me a crystal-clear image that instantly made me think, “Yep, I know exactly what you mean.”

Las vibras: That moment of specificity created immediate connection.

The overhearing of chisme (the tea) reminded me about the power of specificity in copy.

It’s not just about adding detail for the sake of it, Reader.

Specificity is how we make people feel seen.

It’s how we speak directly to what they’re thinking, craving, avoiding.

But how do you get that level of detail in your marketing?

✨ Get close to your audience’s touch points. ✨

Look for the real language in:

✓ Emails and DMs where they vent honestly

✓ Comments where they tag friends saying “this is me!”

✓ Testimonials with those unexpected phrases

✓ Sales calls (especially the objections)

✓ Voice notes and messages (where they speak naturally)

That’s where the gold is.

Not in guesswork or AI prompts, but in listening to how your people actually talk.

Bueno, I riffed more on this idea in a recent podcast episode — “Human first: Why AI will never replace great copywriting.”

It’s hosted on the Sly Agencies podcast (y sí, it’s full of human-first goodness).

🎧 Listen to the episode: [Human first: Why AI Will Never Replace Great Copywriting]​

Te pregunto (question): What’s one oddly specific phrase you’ve heard your ideal clients say that made you think, “I need to use that in my copy”? That might be your next headline 👀

Reply and let me know – I’m genuinely curious about the language your audience uses that stands out to you.

P.S. Coco and I are crossing our fingers — and paws — for more sol this summer. ☀️

P.P.S. Did someone forward this email? Welcome! I’m glad you’re here. You can subscribe here, visionary.

📩 Referral Vibras

If you know a coach, creative, or agency who's looking for strategic, purpose-driven copy that converts — send them my way!

When they book, I'll send you $100 as a gracias. Just have them mention your name when they reach out!

Latina Copywriter & Marketing Strategist Specializing in active listening, thorough research, and ethics -- the trifecta that leads to making people feel empowered and excited about your offer.

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You’ll walk away with specific action steps, language recommendations, and a recording to reference whenever you need that clarity boost.

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