The Michel Fortin Blog

The difference between good copy and great copy are in the results achieved. In direct response specifically, results are based on the number of actions the copy generates. The more actions the copy drives, the greater the copy is. My friend...

A disgruntled, aspiring copywriter wrote me demanding clarifications. He believes most copywriters lie and exaggerate their claims of wealth. Let's call him "Chuck." I understand where Chuck is coming from. Because I've been where he is. So I...

I'm in Austin, Texas this week to attend a wedding -- congratulations to Heather and Brandon! -- and a weeklong, private seminar with my mastermind group. But while I'm here, I've got some good news and some bad news... The bad news -- for me,...

I once took a media communications course in which I discovered an interesting example of the way the mind works. I soon realized how this applies to copywriting as well. As part of a given lesson, they showed a videotape of a televised newscast...

I test constantly in an effort to boost my response rates. So it's no wonder why some people have asked me about multivariate testing. Specifically, they want to know what is it, how does it work, and what's "Taguchi." First of all, Taguchi is...

Back in late 2006, what started out as a New Year's series of predictions of sorts ostensibly became one of the most downloaded, most controversial, and most talked about documents in the history of my career. It was in keeping with that annual...

I used to teach marketing and selling part-time at a local college. One day, one of my students made me realize something important. During my lecture, he offered an example to illustrate his understanding of a concept I was teaching. While it...

The other day, one of my readers asked me the following question, which I found rather interesting: "Why should the author of a product be included in their sales copy?" Seems like a pretty redundant question, right? Especially to any veteran...

When writing direct response copy, a few things can maximize the responsiveness of your message. The first and most important element that can turn any website, salesletter, or advertisement into an action-generating mechanism is, without question,...