Verbal principles
Talk like a colleague, not a salesperson. Familiar in manner, respectful in substance. No generic corporate language — solutions, synergies, added value.
Show instead of promise. Instead of “the best talent in LATAM,” write “senior engineers from Colombia, Mexico and Argentina with verifiable experience in your stack.” Specificity before adjectives.
Be brief. The U.S. client reads fast. So does LATAM talent. One idea per sentence. One sentence per concept. Every word that adds no information can go.
Translate the technical without trivializing it. The C-suite needs to understand without being talked down to. Technical talent needs to see that we know what we are talking about.
Bilingual with purpose. Natural English for U.S. audiences. Natural Spanish for LATAM audiences. No literal translations that sound off in either language.
The tagline is never translated. “Nearshore that feels like next door” exists in English only, whatever language surrounds the piece. It is a fixed brand expression, not a phrase that describes something: translating it turns it into a description and loses the play between nearshore and next door, which is the whole thing holding it up.
Words we use
Close, next door, in your time zone. Engineers, designers, product managers — specific — instead of “talent” — generic. Company before organization. Start before initiate. Client before partner where the sentence allows it.
Words we avoid
Solutions, synergies, added value, world-class, top-tier talent, the best in the market — empty adjectives. Revolutionary, disruptive — overused. “Powered by AI” without explaining how. Nearshore on its own: the first time it appears in front of an audience that may not know the term, it comes with a descriptive gloss in the language of the piece — for example, “senior LATAM engineers on your team, in your time zone.” The tagline does not do that job: it is a signature, not a definition.
Address
Second person, always. “You” and “your team,” never “one” or “the client” when we are speaking to them directly. Contractions are welcome — we’re, you’ll, it’s — because they carry the colleague-to-colleague register. Formal constructions and ceremonial flourishes are reserved for contractual documents.
Examples
Avoid: At Zaga we deliver nearshore talent solutions tailored to the specific needs of each client. Prefer: We put senior LATAM engineers on your team, in your time zone, in weeks.
Avoid: Our talent is trained in the most disruptive methodologies on the market. Prefer: The engineers we place have already worked with teams like yours. They arrive ready to speak your technical language on day one.
Avoid: Powered by AI to maximize the match. Prefer: Our models analyze the gap between the role and the candidate, and prioritize real matches over plausible ones.
Length and rhythm
Short copy wherever possible. On web pages and ads, paragraphs of two to four lines maximum. In sales emails, blocks of three to five lines. In long-form posts, scannable text with clear subheads and no dense paragraphs.