Juan Israel Ortiz

Freelance Financial Services Copywriter

Financial Services Copywriter

I’m Juan Israel Ortiz, and I was born in August 1982 on the gorgeous island of Puerto Rico. That puts me around 40 to 45, but shhh, that’s just between us.

I’m a son, a boyfriend, an in-law, a friend, a home business owner, and a copywriting specialist. And in August of 2009, I started a journey of self-improvement.

A journey that has brought me to where I am today.

From Depression to Copywriting

On my 27th birthday, things were pretty rough for me. I was stuck in a dead-end job, didn’t see any way forward, and honestly, I wasn’t motivated to improve my situation. But that day, I finally decided it was time to make a change.

I used to think my life was going nowhere because I didn’t have great communication skills. So, on my birthday in 2009, I decided to stroll over to the local Barnes & Noble in Newnan, GA, looking for the “Grammar Girl” book. Since I was already a fan of Mignon Fogerty’s podcast, I figured the book would help me get my thoughts across better and open up more opportunities for me.

I didn’t find the book. But there was this other book that kept catching my attention as I walked by. It’s called The Copywriter’s Handbook by Robert W. Bly. Honestly, at the time, I had no clue who Bob Bly was or what copywriting even meant. But for some reason, I felt like I just had to take that handbook with me. So I did.

That one decision changed my life in so many ways.

From Learning to Helping

The Copywriter’s Handbook didn’t just show me the ropes of copywriting. It opened my eyes to how powerful good sales and marketing can be for a business. That’s when I realized that being a copywriter is my thing.

Over the years, this knowledge helped me support my employers, like SEARS Holdings and VSPOne. It boosted my confidence in my skills and motivated me to make a comeback. Plus, it gave me the push I needed to start this website.

Back in the summer of 2013, I picked up this book called “Change Your Thinking” by Dr. Sarah Edelman. It’s all about cognitive behavior therapy, which turned out to be super helpful for dealing with my anxiety and depression, especially since I couldn’t afford therapy at the time. After a couple of years of really diving into it, I finally started to feel like that kid who was smart and focused again.

So, in January 2015, I started moonlighting as a freelance copywriter while I worked for VSPOne.

From Jack-of-All to Direct Response

The first nine months of my freelance journey were about helping friends and local businesses around Canal Winchester, OH. I jumped into whatever projects came my way. Facebook ads, websites, emails, you name it.

I figured things out as I went along. Taking jobs, learning how to handle them, and getting everything done by the time my clients needed it. But I soon realized that my approach wasn’t going to cut it for a long-term career.

When I got back to Puerto Rico in September 2015 to help take care of my dad, I figured it was time to focus on a specialty. I wasn’t sure what yet, but I knew I couldn’t keep trying to do everything for everyone without wearing myself out.

 Then, sometime in 2016, I discovered AWAI – back then, it was American Writers and Artists, Inc. – and learned how to write sales letters. After going through the Accelerated Course for Six-Figure Copywriting, I felt sure I could rock a career as a direct response copywriter.

AWAI-Verified and Marketing Specialist

In June 2017, I got verified as a direct response copywriter by AWAI. Being AWAI-verified is like having a badge from one of the best copywriting schools out there, showing that I understand the basics of creating content that drives sales, like:

  • The tried-and-true tips for writing catchy headlines, effective openings, sales letters, emails, and a whole lot more.
  • How to catch people’s attention right away, build a connection with potential customers, and inspire them to take action. Whether that means buying something, asking for more info, or giving to charity.
  • How mastering copywriting can boost your marketing game and lead to big wins.

But in my head, I knew that wasn’t enough. So, in 2018, I decided to dive into learning everything I could about marketing and advertising. Now, I’ve got some specializations under my belt:

  • Digital marketing
  • International marketing and cross-industry growth
  • Social media marketing
  • Content strategy
  • Search engine optimization from the University of California (Davis).
  • Public relations and media management
  • Marketing mix implementation

This education improved my copywriting skills and gave me a better grasp of the consumer journey. Now, I can share helpful ideas with prospects and clients on how to boost their marketing efforts.

From Direct-Response to Financial Services

Ever since I got AWAI-verified, I’ve been jumping into marketing projects across all sorts of industries, like:

  • Business opportunities
  • Lifestyle
  • Healthcare
  • B2B
  • Self-improvement
  • Non-profits
  • Pet products

I’m thankful for the chance to work in different areas and pick up new stuff along the way, but I’ve come to see that I’m still kind of a generalist. I had a specialty but haven’t nailed down a solid niche.

I had two choices. I could either a) dive into every niche out there and figure things out from square one every time, or b) choose one industry, get to know it inside and out, and provide the best service possible with full confidence.

I went with option B. But then I was stuck on the next question: “What niche should I go for?” Seriously, it took me ages to figure out where I wanted to settle in. It wasn’t until August 2024 that I finally made my decision.

I went with financial services, just like the subhead says. It wasn’t just a random pick, though. There’s a bit of significance behind that choice:

  • I studied financial awareness and literacy from McMaster University.
  • I’ve written copy before for insurance companies like Trans-Oceanic Life Insurance Company.
  • I stay in the loop with the finance world by checking out the Wall Street Journal, MarketWatch, Barron’s, and Investor’s Business Daily.
  • I’m super into podcasts like Your Money Briefing, Tech News Briefing, Business Wars, Business Movers, Streetwise, Earnings Cheat Sheet, Bold Names, and Stock Market Today.
  • I’m an active investor in stocks, mutual funds, index funds, ETFs, bonds, commodities, precious metals, oil and gas, and even cryptocurrency.
  • I’m a poverty alleviation advocate, and I’m really into sharing brands that make it easier for folks to get smarter with their money.

I get that financial customers are pretty discerning, meticulous, and pay close attention to detail. They appreciate precision and reliability.

Through my experience, I’ve learned that they don’t want a bunch of complicated jargon. What they want is clear information, a straightforward flow, and useful tips they can act on.

Let’s Get Started

I can take complicated data and tricky regulations and turn them into a story that makes sense. I will help your clients feel confident that they’re being well taken care of and give them the information they need to make smart choices.

I carefully pick my words to share information and build trust, making sure your brand connects with people who understand that every financial choice matters.

If you want to learn more about my copywriting services or have a project coming up, just drop me a message to set up a quick meeting or get a quote. And I’ll get back to you as soon as I can.

Secure Your Meeting Today!

P.S.: Contact me today, and I’ll send you my free report, “60 Marketing Tips and Ideas for Do-It-Yourself Marketers,” a $30 value.