The Michel Fortin Blog

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...

Here's a reprint of an answer I gave a student in another forum who asked: "Long copy? Or short copy?" 1. Long copy versus short copy has been the single greatest debate since the beginning of the printing press. But long copy always...

A strategy in copywriting that's immensely powerful is to use words and phrases that help to paint vivid pictures in the mind. When people can visualize the process of doing what you want them to do, including the enjoyment of the benefits of your...

Someone once asked me what my strategy is behind using long headlines. As I'm sure you know, various other marketers teach that one should write headlines no longer than 17 words. Whereas others teach that headlines should be real short as their...