Juan Israel Ortiz

Financial Services Copywriter and Consultant

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July 13, 2025 by Juan Israel Ortiz Leave a Comment

Core Values

Core Values

Over the past 16 sixteen years, I’ve learned one thing for sure. And that’s that you can’t build a good life if you don’t know what you stand for. And that’s where your core values come in.

Your core values are more than pretty words you stick on a vision board. They’re the anchor that keeps you from drifting too far when life gets chaotic. And the engine that pushes you forward when you need it most.

I didn’t always think about core values. But once I sat down and asked myself…

What do I actually believe in?,

… it was as if someone handed me a flashlight in a dark room.

Turns out that my values were already running the show. But giving them names made them ten times more powerful.

So, what are core values, really? They’re your non-negotiables. The principles you use to decide what deserves your time, energy, money, and attention.

Your core values are not trends. They’re not goals. Nor are they fancy slogans.

They’re the backbone of your personal philosophy.

Take me, for example. My top values are Integrity, Money, Resilience, Enthusiasm, and Rebellion. Kind of an odd mix, but that’s the point.

Your core values should feel personal.

For me, integrity means I’m in the right place, doing the right thing, at the right time. No excuses.

Money reminds me to treat my income with respect and spend wisely. While resilience is my inner pep talk that says, Hey, you’ve got this! Keep moving.

My enthusiasm makes everything I do feel alive. And my rebellion? That’s the part of me that always wants to flip the script and ask, How can this be better? Faster? Or more fun?

Once you know and understand your values, you start to see your choices differently.

Let’s say you value Freedom. But if you’ve boxed yourself into a rigid routine, you’ll feel that. Or if you crave Independence but let people micromanage you, you’ll feel that friction every day.

Knowing your values doesn’t magically fix everything. But it sure makes it easier to steer your life in the right direction.

If you’re wondering how to figure out your own, here’s my take:

Start by paying attention to certain things about yourself.

Notice when you feel proud. What were you doing that felt so right? Also notice what fires you up, and what drives you nuts.

And look at the people you admire. What do they stand for that you’d like more of in your own life?

Then, get specific.

Don’t just say “Integrity”; define it. What does it look like on a random Tuesday? For me, it’s showing up early for a meeting, being prepared, and doing what I said I’d do.

Don’t just say “Resilience”; spell it out. Mine means I remember I’ve got the knowledge and grit to bounce back, no matter how messy things get.

The clearer you get, the easier it is to check yourself when you’re off track.

And here’s the part that many people skip: use them.

Your core values aren’t magic words you put in a drawer. They’re daily reminders to act on what you believe.

If Enthusiasm is a value of yours, show up with energy. If Rebellion is in your DNA, question the rules and rewrite them when they don’t serve you.

For me, my core values are the blueprint for how I want to show up in the world. They shape how I work, how I lead, how I spend, and how I handle setbacks.

They’re how I keep my freedom, creativity, and independence alive, even when life wants to box me in.

So now I’m curious: what are your core values? How did you figure them out? Or are you still trying to name them?

I’d love to hear your take. Drop a comment or send me a message. I love swapping ideas with people who are serious about living life on their own terms.

Filed Under: Blog Tagged With: philosophy

July 2, 2025 by Juan Israel Ortiz Leave a Comment

8 True Direct Mail Copywriting Influencers That You Should Be Learning From

In the field of direct mail copywriting, several individuals have made significant contributions and gained prominence for their expertise, insights, and contributions to the industry. Here are some of the most prominent influencers in the field of direct mail copywriting:

Dan Kennedy: Dan Kennedy is a renowned copywriter, author, and marketing strategist known for his expertise in direct response marketing. He has written numerous books on marketing and copywriting, including “The Ultimate Sales Letter” and “No B.S. Direct Marketing.” Kennedy is highly regarded for his practical advice and no-nonsense approach to marketing.

Gary Halbert: Gary Halbert was a legendary copywriter known for his mastery of direct response marketing and his ability to write persuasive copy that drove sales. He was widely respected in the industry for his innovative techniques and strategic insights into consumer behavior.

John Carlton: John Carlton is a highly respected copywriter and marketing consultant known for his expertise in direct response advertising. He has worked with numerous clients across various industries and is known for his engaging writing style and persuasive copywriting techniques.

Robert W. Bly: Robert W. Bly is a prolific copywriter, author, and speaker who has written extensively on the topic of direct mail copywriting. He has authored over 100 books on marketing, copywriting, and business success, including “The Copywriter’s Handbook” and “The Ultimate Guide to Direct Mail Copywriting.”

Eugene Schwartz: Eugene Schwartz was a legendary copywriter and author known for his timeless classic, “Breakthrough Advertising.” His insights into consumer psychology and persuasive writing techniques continue to influence copywriters and marketers to this day.

Clayton Makepeace: Clayton Makepeace was a highly respected copywriter and marketing consultant known for his expertise in direct response marketing. He was known for his ability to write compelling copy that generated massive response rates for his clients.

Ben Settle: Ben Settle is a copywriter and email marketing expert known for his unconventional and sometimes controversial approach to copywriting. He offers practical advice and strategies for writing persuasive copy that cuts through the noise and gets results.

David Ogilvy: Although primarily known for his work in advertising, David Ogilvy’s principles of persuasive communication and direct response marketing have had a profound influence on the field of copywriting. His classic book, “Ogilvy on Advertising,” remains a must-read for copywriters and marketers alike.

These influencers have played a significant role in shaping the field of direct mail copywriting through their expertise, insights, and contributions to the industry. Their work continues to inspire and educate copywriters and marketers around the world, helping them create more effective and persuasive direct mail campaigns.

Filed Under: Blog

June 25, 2025 by Juan Israel Ortiz Leave a Comment

10 Awesome Direct Mail Copywriting Ideas for You to Implement Today

Writing effective direct mail copy requires careful planning, strategic thinking, and persuasive language to engage recipients and compel them to take action. Here are some effective strategies for writing direct mail copy:

Know Your Audience: Understand your target audience’s demographics, preferences, and pain points. Tailor your message to resonate with their needs and interests, and use language and tone that speaks directly to them.

Focus on Benefits, Not Features: Highlight the benefits of your product or service rather than just listing its features. Clearly communicate how your offering solves a problem, meets a need, or improves the recipient’s life.

Create a Compelling Headline: Capture the recipient’s attention with a headline that communicates a clear benefit or promise. Use compelling language, arouse curiosity, or address a specific pain point to encourage recipients to continue reading.

Use Persuasive Copywriting Techniques: Incorporate persuasive language and psychological triggers to compel recipients to take action. Techniques such as scarcity, social proof, urgency, and storytelling can help create a sense of desire and urgency.

Personalize the Message: Personalize your direct mail copy to make recipients feel valued and understood. Address them by name, reference past interactions or purchases, and tailor the message to their preferences or interests whenever possible.

Offer an Irresistible Incentive: Include a compelling offer that motivates recipients to respond. Whether it’s a discount, free trial, exclusive access, or limited-time promotion, make sure your offer is relevant, enticing, and clearly communicated.

Provide Clear Call to Action (CTA): Clearly state what action you want recipients to take and make it easy for them to respond. Whether it’s visiting a website, calling a phone number, or filling out a response card, your CTA should be prominent, specific, and easy to understand.

Use Testimonials and Social Proof: Incorporate testimonials, reviews, or endorsements from satisfied customers to build trust and credibility in your direct mail campaign. Social proof can reassure recipients and increase the likelihood of them responding to your offer.

Create Engaging Design and Layout: Pay attention to the design and layout of your direct mail piece to ensure it’s visually appealing and easy to read. Use attention-grabbing visuals, clear typography, and strategic formatting to guide the recipient’s attention and emphasize key messages.

Measure and Track Results: Implement tracking mechanisms to measure the effectiveness of your direct mail campaign. Monitor key metrics such as response rates, conversion rates, and ROI to evaluate the success of your copywriting efforts and make data-driven optimizations for future campaigns.

By incorporating these strategies into your direct mail copywriting, you can create messages that resonate with your audience, drive engagement, and ultimately, generate the desired response. Experiment with different approaches, test your copy, and continuously refine your strategies based on feedback and results.

Filed Under: Blog

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Juan Israel Ortiz is the trusted strategist and closer who transforms complex financial ideas into precise, persuasive messages that build trust and drive results. Learn More

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