The Michel Fortin Blog

"What am I supposed to do?" You may not know it but that's a question your readers, visitors and prospects may be asking right now. And it's also one you need to avoid at all costs, or else it will cost you in wasted traffic and sales. In other...

Copy is all about words. Or is it? Copy is about using words to describe the benefits of your offer. About using words to paint vivid mental imagery. About using words to stir the senses, press all the "hot buttons" and push the reader to take some...

Some people have asked me quite a few questions in the comments section of my last article, "How to Write Carrot-Wielding Copy." And some of these questions were immensely valuable. I could have answered them within the comments section. But...

A significant reason behind most floundering websites is the lack of a response-driven message -- an effective one that gets people to do something, even if it's to keep reading. A direct response message is not just about response. It's...

I wrote this article ages ago. And I never published it on my website, but have had it published in ezines and such. And recently, certain events in my life have made me realized how much I do exactly what I taught many years ago, and probably even...

Takeaway selling, for the uninitiated, is a way to limit the supply of a product or service in some way to increase scarcity of an offer. Because it's a proven fact that scarcity sells. It's that ageless law of supply and demand. The less the...

One problem in copywriting I often see is the fact that the audience is not targeted for the offer. An untargeted, unqualified prospect won't buy, no matter how good the copy is. Or at least, they will ask for a refund once they smell the coffee....

I often get many questions. Of those, the most common is when aspiring copywriters ask me how to get started in the copywriting business. It's not about how to write copy specifically but about the marketing aspect of the freelance copywriting...

Someone once asked me, "How many visitors do I need to determine the validity of my split-testing?" For example, if you're split-testing two different headlines, how much traffic do you need to make a good judgment call on which headline is the real...