Marketing a Friend's Event in Two Languages: Carlos Díaz in Los Cabos

Puerto Raíz, San José del Cabo, Thursday, November 5, 2026. Doors 5:00 PM, talk 5:30 PM.

A week ago my friends Arturo and Alex asked me for help. They are bringing Carlos Díaz to San José del Cabo for an evening of conference, photography and conversation, and they needed the event online and selling. Carlos is a professional cameraman who has spent decades telling the story of what he experienced in 1979 on the Ajusco, the mountain above Mexico City: a yellow and orange glow in the sky that, as he tells it, changed his life. On 5 November he tells that story in person, to 200 people.

Two organizers, one speaker, two weeks until the event, and an audience that reads in Spanish first. Here is how we are marketing it, and what my AI team does while I sleep.

Tickets are on Eventbrite if you are in Baja California Sur and want to go. Information by WhatsApp: +52 624 100 61 66.

The strategy in one line

One ticket link, said in two languages, told honestly, everywhere locals already look.

Everything below follows from that.

1. One link

A small event loses sales every time someone has to decide where to click. So every post, profile and flyer points to the same place: the Eventbrite page.

That wasn’t the first plan. We started out building our own ticketing site for the event, with tickets sent over WhatsApp. Then we stepped back and switched to Eventbrite, because it handles ticketing really well in Mexico: it takes payment in pesos, sends each buyer a ticket, and gives people a checkout they already recognize. Our job is to fill the seats, not to maintain a payment system.

The listing has the times, the venue, the seat types and the rules (all ages, no refunds), and Eventbrite handles payment and the ticket in your inbox. The Facebook Page and the Instagram profile both carry that link, the WhatsApp number and the date, so the facts are always one tap away.

2. Two languages

Most of the people who will come speak Spanish. Many of their friends, and plenty of locals in San José, read English. Everything we make is bilingual, with Spanish first. That includes the copy-and-paste kit the team uses, with a switch between español and English, so nobody has to translate a post before sharing it.

3. Where locals already look

We don’t have a big ad budget, so the plan is to show up where people in Los Cabos already spend their time:

• The Facebook Page “Carlos Diaz En Los Cabos” has one post a day at 12:30 PM, from 22 October to the day of the event. Each post has a job: announce it, introduce Carlos, explain the evening, answer questions, and count down.
• Local Facebook groups. We picked out 23 groups in Los Cabos, San José del Cabo, Baja California Sur and Mexico’s UFO community. Group posts go up by hand, three or four a day, and only after the group’s rules have been read. Nobody likes the account that spams a community it never joined.
• Instagram, @carlosdiazevent. It’s a new business account with the event in the bio. It follows the big local accounts: the Los Cabos tourism board, BCS news, the San José del Cabo Art Walk, Todos Santos and La Paz guides, and Cabo event listings.
• Friends sharing to friends. The share kit opens like a personal message (“Hi friends, I want to share an exciting event with you”) instead of an ad. A friend’s post reaches people that a Page post never will.
• Short vertical videos narrated in Spanish, made for Reels.

How the work actually gets done

I don’t have a marketing department. I have Claude Code and a handful of tools I connected to it, and that combination did most of the busywork:

• Eventbrite through its API. The listing, the ticket types and the description were set up and checked through the API, so I could compare what we promised with what the page actually said.
• Facebook through the Graph API. All the Page posts were written once, then scheduled in one go, with the text and images read back from Facebook to confirm they were there.
• Instagram through its own API. The Instagram account isn’t linked to the Facebook Page, by choice, so it has its own Meta app and its own access token. That token lives in our password vault and never appears in a chat, a file or a screenshot.
• The browser for everything else. Some settings only exist in the web app, like switching Instagram to a business account, so Claude worked through my own logged-in Chrome, and it stopped to ask me before anything public or permanent.
• A special skill for the reels. We built our AI team a skill of its own that generates the images and the Spanish voiceover, then cuts them into a captioned vertical video ready for Reels. How it works is part of the secret sauce: join the AI Secret Sauce course to find out.
• Pages the team can open on their phones. There’s a share kit with copy-and-paste posts and the flyer, a day-by-day posting plan, and a tracker showing every scheduled post with a Facebook or Instagram icon. Alex and Arturo don’t need logins to any of it.

The rule I keep coming back to: the AI does the repetitive work, a human approves anything public. Every caption that goes out was read by a person first.

What I’d tell any small event organizer

1. Pick one link and repeat it. Your ticket page is the only call to action.
2. Write in your audience’s first language and give everyone else a translation instead of a compromise.
3. Tell the story you can stand behind. Excitement sells tickets, and unverifiable claims sell complaints.
4. Go where people already gather. That means local groups, friends’ timelines and local accounts, and you should join a group before you post in it.
5. Automate the schedule, not the judgment. Let software post at 12:30 every day, but read every post before it goes out.

If you’re near Los Cabos on 5 November, come and hear Carlos tell it himself. Get your tickets, there are only 200 seats.

And if you have an event or a small business that needs this kind of setup, get in touch. It’s what I teach in AI Secret Sauce, and it works just as well in Spanish.