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...

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 first taught this technique in 1998. While there have been tons of improvements since then, today I still see copy on so many websites, sales letters, or emails using a language that only the person who wrote them understands. The bottom line...

"People say that what we're all seeking is a meaning for life. I think what we're really seeking is an experience of being alive, so our life experiences on the purely physical plane will have resonance within our innermost being and reality, so we...

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...

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...