The Michel Fortin Blog

The greater portion of my career has been in copywriting, selling, and direct marketing. And one of the common denominators I've found in any successful piece of copy is the power of risk reversal. That is, taking more of a risk from the sale...

The word, Satyagraha, is a portmanteau of the Sanskrit words Satya and Agraha. Loosely translated, the word means "Truth Power". Satyagraha was popularized by Mohandas Ghandi in his fight for Indian independence and became synonymous with the...

The world is changing today so fast it's really hard to keep up. Just a few years ago pretty much everybody worked for someone else. For most, it was the smart thing to do. Safe, secure, benefits -- the whole bit. How things change. Today,...

What's the single, most important element in copywriting? Let me say it another way. You've done your research. You found a starving market. Your product fills a need. And your sales copy shines with benefits. If everything is so perfect, then...

Recently, Terry Dean wrote an awesome article, entitled "Copy is King and Other Common Lies." The article boils down to the fact that the market and the offer come first. Copy is still important. Design plays an important role, too. But copy...

After participating in a recent product launch (something I very rarely do), our Platinum Group was discussing the issue and I wanted to share those insights with you. Considering the recent hysteria behind the massive Apple iPad launch, it got...

I was recently interviewed by a print magazine about how I started my business. In it, I offered several tips and ideas on how to carve a niche in the marketplace that I personally applied. I realized some of these tips were particularly...

Lately, I'm seeing a lot of posts in public forums and blogs these days about people getting sick and tired of seeing "crappy," "hypey," used-car, Ginsu-like, looooong copy. Some of them come from guru-bashing naysayers who hate marketing, which...

As part of my coaching program, students can ask me unlimited questions via email. One common question I seem to get is, "I'm new to copywriting, where do I start?" Since my coaching students also get access to any of my digital programs, they...