The Michel Fortin Blog

One morning, you go into your mailbox and discover there's an envelope waiting for you from an unknown source. You bring the package into your living room, tear open the envelope, pull out what's inside, put on your reading glasses, unfold the...

Part of my job as a copywriter is coming up with names. A while ago, I wrote a blog post on the power of names. I won't repeat it here, except to reiterate that branding, albeit not a priority for most, is still incredibly important. And it's...

The next question is, what does Web 2.0 have to do with salesletters, if anything? And how does it affect them? For marketers, Web 2.0 presents a number of new opportunities and avenues that allow more interaction. More specifically, tools...

The “Google Slap.” You’ve heard of it. You were probably affected by it. Essentially, Google, the world’s largest search engine, recently penalized a whole bunch of sites because they, too, judged them to be of poor quality. Either they...

A spin doctor is a person, mostly politicians and public relations firms, who attempt to do damage control by downplaying something truly negative. They try to put a positive "spin" on something unfavorable. Are copywriters spin doctors?...