Direct Response & Content Copywriter

Copy that earns
the click.
Then closes.

I write direct response copy, content, and ghostwritten pieces for DTC health and supplement brands built around the psychology of their buyer — not a template. Every word is research-backed, strategically placed, and written to move someone from where they are to where you need them to be.

Fernando Soriano — Direct Response Copywriter
$2.4M Revenue generated via
email, SMS & landing pages

Numbers that matter
to your bottom line.

The copy I write doesn't just read well — it performs. Here's what that looks like when it's applied to real brands with real audiences.

$2.4M Generated through email, SMS, and landing page campaigns
+78% Product page conversion lift (2.3% → 4.1%)
$186K From a single email campaign to a 42K subscriber list
+52% Top A/B variant conversion lift across 18 winning tests
Managed a consulting funnel to $300K/month in revenue
Scaled a brand from $120K to $640K/month in under 8 months
Increased AOV from $42 to $61 — a 45% lift
Improved ROAS from 2.2 to 3.9 while reducing CPA by 31%
Increased repeat purchase rate by 27% and boosted LTV by 34%
Managed over $950K/month in email-driven revenue
Increased landing page conversion rate 36% in 21 days
Increased subscription opt-in rate by 29% on core product pages

The copy, without the commentary.

Every sample below was written for a real brand, a real audience, and a real conversion goal. Browse by format — or just read and decide for yourself.

Huel
What if mornings didn't feel like a fight?

Email newsletter written for Huel's Daily Greens targeting men 35–55 experiencing unexplained fatigue. Goal: click to product page.

You used to wake up ready. Somewhere in your late 30s, that changed — and you stopped noticing.

Dymatize
You trained hard. Here's what the next 24 hours look like without this.

Post-workout recovery email for Dymatize ISO100, targeting a broad male fitness audience. Goal: click to product page.

You didn't train that hard just to spend the next two days walking like you lost a fight.

Host Defense
You didn't imagine it. And you don't have to keep just getting through it.

Product launch email for MycoBenefits PMS, written for women dealing with monthly cycle disruption. Goal: click to product page.

There's a version of the month most people don't talk about out loud. The days where your energy disappears without warning.

Host Defense
Your Body Has Been Doing Its Best. It's Time to Give It Backup.

Shopify product description for Immune Gummies, targeting women 45–60 who have deprioritized their own care. Goal: Subscribe & Save CTA.

You've taken care of a lot of people in your life. Your kids, your parents, your work, your home.

JohnAchatz Marketing
If your info-product business is doing numbers but feels like it's running on duct tape — this is for you.

VSL script for a business development consultant targeting info-product founders $20K–$80K/month. Goal: book a discovery call.

You've got a real offer. You've got ads running. You've got sales reps on the phone. And somehow, every month still feels like a grind.

Neakasa
Your home. Your pet. No compromises.

Landing page for Neakasa's pet care product line, directing a broad homeowner audience toward a product-match assessment. Goal: take the quiz.

You didn't get a pet to spend your weekends cleaning up after one. Neakasa makes sure you don't have to.

Persona Nutrition
Your body is specific. Your supplements should be too.

Meta image ad for Persona Nutrition targeting adults 45–70 frustrated with generic health advice. Goal: click to free personalized assessment.

Most health advice is built for everyone. Which is exactly why it hasn't worked for you.

Neakasa
Same cat. Completely different life.

Facebook native image ad (before/after format) for the Neakasa M1 self-cleaning litter box, targeting middle-aged female cat owners. Goal: click to product page.

This time last month: waking up and the first thing hitting me was the smell from the hallway...

Dymatize
You're not tired. You're under-fueled.

UGC/affiliate video script for Dymatize Energyze pre-workout targeting fitness-aware consumers. Goal: click to product page. Runtime: 20 seconds.

Every workout you half-rep because your energy tanks? That's not on you — that's on what you put in your fuel tank.

How I think
about copy.

Good copy isn't written to impress. It's written to move someone — from where they are to where you need them to be.
I study the buyer before I write a word. Every angle, every lead, every CTA is earned through research — not instinct alone.
The best performing copy doesn't feel like advertising. It feels like the right answer arriving at exactly the right moment.
I write for health and supplement brands because the stakes are real. People are skeptical, they've been let down before, and the copy has to earn their trust before it earns the sale.
Studied Foundations
  • Breakthrough Advertising — Eugene Schwartz
  • Scientific Advertising — Claude Hopkins
  • Cashvertising — Drew Eric Whitman
  • Great Leads — Masterson & Forde
  • Ogilvy on Advertising — David Ogilvy
  • Building a Storybrand — Donald Miller
  • Influence — Robert Cialdini
Formats I Write
  • Email newsletters & automated flows (Klaviyo)
  • Landing pages & Shopify product descriptions
  • VSL scripts & UGC/affiliate ad scripts
  • Meta & Google ad copy
  • Cold outreach & sales email sequences
  • Blog posts & long-form content
  • Ghostwriting for founders & brand voices
Niches
  • Health & supplement ecommerce (primary)
  • Gut health & hormone optimization
  • Fitness & performance nutrition
  • Pet care & smart home DTC
  • Info-product & consulting offers
Let's Talk
If you're serious about copy that actually converts — let's talk, face to face.

We'll look at your funnel, your audience, and your current messaging. You'll leave with clarity on exactly what's holding your copy back.

Book a Call

You used to wake up ready. Somewhere in your late 30s, that changed — and you stopped noticing.

It's not dramatic. No single moment where energy left the building. Just a slow drift — coffee taking longer to kick in, afternoons hitting harder, the gym sessions getting shorter. You adapt. You tell yourself it's age, it's stress, it's just life. Most guys do.

What most guys don't realize is that chronic fatigue at this stage isn't inevitable — it's often nutritional. The body's demand for adaptogens, gut-supportive nutrients, and micronutrient density goes up in your 30s and 40s. Diet rarely keeps up. And that gap shows up exactly the way you've been feeling it.

Our Daily Greens blend was built for this. One scoop, every morning, delivers 91 ingredients — including a full adaptogen complex with red ginseng and ashwagandha clinically studied for fatigue reduction, plus probiotics and organic greens that support the gut-energy connection most people overlook. Not a stimulant. Not a quick fix. A system that closes the gap your diet left open.

If your mornings have felt heavier than they should, it's worth a look. See what's inside — and what's been missing.

Shop Daily Greens

You didn't train that hard just to spend the next two days walking like you lost a fight.

There's a version of you that goes all in at the gym — squats heavy, pushes the last set, earns every rep. Then there's the version that pays for it. The one who grips the car door getting out, takes the stairs slowly, and quietly regrets everything by Tuesday morning.

Here's the thing: that soreness, that stiffness, that full-body protest — it's not just discomfort. It's your muscles waiting for what they need to recover. The harder you train, the faster that window closes. Miss it, and your body spends the next 48 hours doing the minimum instead of rebuilding.

That's where ISO100 earns its place.

Our hydrolyzed whey isolate is broken down before it even hits your system — which means the 25 grams of protein in every scoop start working in minutes, not hours. Fast enough to catch that recovery window. Filtered to remove excess lactose, carbs, fat, and sugar, so nothing is slowing it down. Just 5.5 grams of BCAAs, including 2.7 grams of L-Leucine — the amino acid your muscles run on when they're rebuilding.

The gym should be where you push. Everything outside of it — the stairs, the drive home, the morning after — should feel like you. Not like a consequence.

Give your body what the workout costs it. Your next session depends on it.

Fuel Your Recovery — Shop ISO100 Gourmet Vanilla

There's a version of the month most people don't talk about out loud. The days where your energy disappears without warning. Where your mood shifts before you can catch it. Where your gut decides it has its own agenda and the discomfort becomes the whole day.

You've probably tried something for it. Maybe a few things. And maybe, after a while, you quietly stopped.

Not because you gave up — because it started to feel like this was just how it was going to be.


We want you to know that we heard that. And it's part of why we built this.

Introducing MycoBenefits® PMS — our newest formula, and the one we're most proud of in the MycoBenefits line. It's specifically designed for the weeks surrounding your cycle, when the body's natural rhythm gets disrupted and the effects bleed into everything else.

Maitake and Reishi mushroom mycelium — the same rigorously researched foundation behind every Host Defense formula — work together to support your body's stress response and help restore balance from the inside. Vitex, one of the most well-studied herbs for hormonal support, pairs with ashwagandha to promote mood steadiness throughout the month — not just on the hard days. Ginger addresses the gut discomfort that so often arrives alongside everything else, because PMS isn't just one symptom. B6 and folate round out the formula to support your natural energy at a cellular level — steady, not spiked.

This isn't the vitex-and-hope blend you may have tried before. Every ingredient in our MycoBenefits line is chosen for a reason, dosed with intention, and produced without fillers — because the women who come to Host Defense deserve a formula that actually respects how complex this is.

Two capsules. Once a day. That's it.

Your body deserves something built for exactly this. Take a closer look at what we put in it — and why.

Meet MycoBenefits PMS

You've taken care of a lot of people in your life. Your kids, your parents, your work, your home. Somewhere along the way, taking care of yourself — really taking care — got pushed to the back of the list.

It shows up in small ways. The cold you can't shake. The season change your body used to handle without a second thought. The feeling that your resilience isn't quite what it used to be.

You're not imagining it. And you don't have to accept it.

Our Immune Gummies were made for exactly this stage of life — when your body deserves more than a one-note vitamin. Inside every serving, you'll find Turkey Tail, Chaga, and Agarikon mushroom mycelium — a trio of the earth's most studied immune-supporting fungi — alongside elderberry, a full daily dose of Vitamin C, and Zinc. All of it grown on our certified organic farm in Washington State, founded by mycologist Paul Stamets and backed by over 40 years of research.

This isn't the elderberry gummy you've tried before. This is what happens when immune support is built by scientists who've spent their careers understanding how the body actually defends itself.

Three gummies. Every morning. That's it.

Because you've spent enough years putting everyone else first. This one's for you.

Subscribe and Save — Make It Part of Your Morning

If your info-product business is doing numbers but feels like it's running on duct tape — this is for you.


You've got a real offer. You've got ads running. You've got sales reps on the phone. And somehow, every month still feels like a grind.

Your cost-per-lead keeps climbing. The reps you hired aren't closing the way you expected. And when you look at your calendar, half your week is spent putting out fires that shouldn't exist if your systems actually worked.

That's not a business. That's a job you built for yourself — one with higher stakes and less sleep.

The problem isn't your offer. It isn't your market. It's that the infrastructure around your sales process was never built to scale. And without that, every new dollar you put into ads just exposes the leak faster.


My name is John Achatz. I've spent the last several years inside info-product businesses exactly like yours — rebuilding the systems, the funnels, the sales floors, and the SOPs that turn inconsistent months into predictable revenue.

The last client I worked with cut their cost-per-lead by 46%. Their show rate went to 70%. Their close rate hit 60%. Those aren't vanity metrics. That's what the business looked like when the infrastructure matched the ambition.


Here's what most info-product founders get wrong: they scale the front end before the back end is ready. More ad spend into a leaky funnel doesn't fix the funnel. It just makes the leak more expensive.

What actually moves the number is a three-part system — qualified lead flow, a trained and accountable sales team, and SOPs clear enough that you're not the one holding it together every day.

That's exactly what we build. In 90 days, the goal is simple: a business generating $100K or more per month, consistently, without you being the bottleneck.


Now — I already know what some of you are thinking. "Why do I need someone to manage something I built myself?" Fair question. Here's the honest answer.

You're already paying for the problem. Every unqualified lead that gets on a call costs you ad spend. Every rep who doesn't close costs you opportunity. Every hour you spend managing a system that shouldn't need managing costs you the time you should be spending on growth.

The question isn't whether you can afford to bring in someone who's done this before. The question is how much longer you can afford not to.

Percentage of closed revenue means we only win when you win. There's no retainer you're feeding while results stay flat. Our incentive is identical to yours — more closed deals, higher quality, less wasted spend.


If your business is between $20K and $80K a month and you know the ceiling is a systems problem, not an offer problem — let's talk.

Book a call below. We'll look at your funnel, your sales process, and your numbers together. You'll leave that call knowing exactly what's holding your growth back — whether we work together or not.

Book Your Call
Your home. Your pet. No compromises.

You didn't get a pet to spend your weekends cleaning up after one. Neakasa makes sure you don't have to.


Sound familiar?

The couch is covered in fur again. You can smell the litter box from the hallway. Grooming day turns into a full-afternoon ordeal — and your pet hates it as much as you do.

You love your pet. You just want your home to feel like yours.


There's a smarter way to handle it.

Neakasa builds tools that take the hassle out of pet care — quietly, efficiently, and without turning your living room into a salon. From grooming kits that vacuum as they brush, to litter boxes that clean themselves, to odor-sealed waste bins that do the dirty work for you.

Less time cleaning. More time with the animal who actually deserves it.


✦ 99% of pet hair captured — not scattered
✦ Whisper-quiet operation — pets stay calm, you stay sane
✦ Self-cleaning systems — set it and actually forget it


Not sure where to start? That's what we're here for.

Every pet is different. Every home is different. Answer a few quick questions and we'll show you exactly which Neakasa products fit your situation — no guesswork, no scrolling through specs you don't need. Takes about 5 minutes.

Find What's Right for You

Most health advice is built for everyone.

Which is exactly why it hasn't worked for you.

At 50, 55, 60 — your body isn't a statistic. It has its own history, its own gaps, its own needs. The supplements lining the shelf at the pharmacy weren't designed for it. Neither was the advice that told you to eat better and get more sleep.

Persona is different. Answer five questions about your health, your goals, and your current medications — and their team of doctors, pharmacists, and nutritionists builds a supplement plan that's actually yours. Not a guess. Not a generic formula. Yours.

Over 5 million people have taken the assessment. Most of them had tried everything else first.


Headline

Your body is specific. Your supplements should be too.

Sub-headline

In five minutes, you can find what's right for you — and forget what's wrong with you.

Take the Free Assessment

This time last month: waking up and the first thing hitting me was the smell from the hallway. Scooping before my coffee. Washing my hands twice. Finding little litter footprints across the bathroom floor. Wondering if my guests could smell it. Feeling guilty that I was annoyed at my own cat for just... existing.

Now: I wake up. Make coffee. The litter box handled itself at 2am while I was asleep. The waste is sealed. The floor is clean. The app already told me everything's fine.

Same cat. Completely different life.

I know — I was skeptical too. I'd tried one of those other self-cleaning boxes years ago and it was loud, my cat refused to go near it, and it broke within two months. I almost didn't try the Neakasa M1 because of that.

But the open-top design is different. It doesn't look like something that's going to trap her. She used it the first day. And it is so, so quiet.

I'm not a tech person at all and the app took me about four minutes to set up. It just... works. And it keeps working, for weeks, without me doing anything.

I didn't think something like this could actually change my daily mood. But getting that mental load off — the smell, the guilt, the chore — it really did.

If you're tired of the same thing I was tired of, go see it for yourself. Genuinely the best thing I've bought for my home in years.

Check it out here

"You're not tired. You're under-fueled."


Every workout you half-rep because your energy tanks? That's not on you — that's on what you put in your fuel tank.

Dymatize Energyze. Clean caffeine, BCAAs, zero crash.


I went from dragging myself in — to not wanting to leave.

Full energy. Full session. Every time.


If you're tired of being too tired to hit the gym, you've got to give this a try.

Shop Dymatize Energyze