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BEFORE BECOMING A COPYWRITER, I DID A FEW THINGS

I'm an economist. I've got a degree in Business Administration, to be exact.
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I worked for over 20 years in banks, management companies, and financial advisory firms.
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I was also a technical translator.
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And before all that—even before the internet existed—I was already writing every day.
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I read voraciously.
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I wrote passionately.
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And I began to notice something: what I said in writing... got things done.
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It wasn't just that it sounded good.
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My writing worked.
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THAT'S WHERE IT ALL BEGAN, EVEN THOUGH I DIDN'T KNOW IT YET

When I discovered it, it was clear to me.

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One day, I read about what “copywriting” was, and something clicked.

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What I had been doing for years now had a name. And a profession.

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So I trained. I immersed myself in the best.

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In Spanish. In English.

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And what happens when you find something that fits you? It occurred to me that I had fallen in love with this job.

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Since then, I haven't wanted to do anything else..

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WRITING AND TRANSLATING HAVE SOMETHING IN COMMON

From my time as a translator, I know that translating isn't about swapping words around, but about enabling two people to understand each other.
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Because a language isn't just about knowing how to say “table” or “window.”
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It's about learning what someone means when they say something.
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And realizing that even in your language, every word has weight, rhythm, and direction.​
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That's why languages led me to copywriting.
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Because copywriting isn't about writing beautifully.​
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It's choosing each word carefully.
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And that, like everything good, takes practice.
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WHAT DRIVES ME?

Clarity drives me.

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A taste for well-told ideas.

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The joy of transforming the complex into something understandable is a challenge I eagerly embrace.

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And, above all, that phrase many clients say to me when they receive their text:

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“That's exactly what I wanted to say, but I didn't know how.”

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I don't write to sound smart.

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Or to win awards.

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I write so that what you do... works.

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A FEW MORE THINGS ABOUT ME

(so you know who you're gonna work with)

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1. I've been writing since way before I knew you could make a living out of it.
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2. I've learned from brilliant copywriters... and from people who don't call themselves that but communicate like nobody else.
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3. I enjoy fine-tuning texts like someone tuning an instrument: with an ear and good judgment.
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4. I use AI for what it is: a tool. I don't sign off on texts that haven't first been filtered through my human judgment.
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5. I like the balance between strategy and sensitivity. I'm interested in the technical side, but I'm even more interested in the human side.
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6. I don't have a single style. I have a trained ear for finding yours.
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7. I write so that you can connect better with your customers.
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8. And if one day you notice me distracted... I'm probably dreaming of being on a lake in Bavaria, with a beer in my hand, looking at the Alps in the background.
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AM I YOUR COPYWRITER?

Now you may be wondering if I'm the right copywriter for you.
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And I understand: choosing someone to speak on your behalf is no small matter.​
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We've only just met, or rather, you've only just met me, but I also need to know who I'll be working with.
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Because this page isn't about me.
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It's about you.
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Your business.
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Your ideas.
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And everything we could say about them... so that others will believe in them too.
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If, when you read one of my texts, you think, “This is just what I needed,” then I'm probably the copywriter you need.
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SHALL WE GET STARTED?

If you like what you've read so far, send me an email at soy@quiqueserrano.com, and we'll schedule a call or video call to discuss your case. In less than half an hour, we'll see what we can achieve together.

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In the meantime, why not subscribe to my newsletter?

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