Persuasion & marketing
Copy, offers, positioning, ads, email and the small choices that change what people do.
Juan Pablo Sans
I write about why people buy, believe, follow, and change their minds.
I’m a Venezuelan marketer and copywriter based in Spain. For years I’ve been paid to make ideas clearer, sharper, and harder to ignore. This is where I write about persuasion, business, power, money, marketing, and human behavior.
What this is
My corner of the internet.
I spent years writing words designed to make people act. That made me obsessed with the bigger question underneath the copy: what makes an idea land in someone’s head in the first place? I use this site to explore that question in public.
Power, money & status
The incentives hiding underneath business, culture and everyday decisions.
Human behavior
Why smart people believe strange things, why groups act the way they do, and what changes minds.
Building online
What I’m learning while building products, systems, content and a business around ideas.
What I’m building
Some ideas become businesses.
The personal site holds the thinking. The businesses have their own job to do.
Marketing & strategy
EmailNerds
Juan Pablo Sans Marketing
Strategy and execution for businesses that need sharper messaging, better customer acquisition and a marketing system that produces revenue.
Visit the business →BehavioMail
My specialized work around email, lifecycle and retention: using customer behavior to make email more relevant and more profitable.