The Michel Fortin Blog

An interesting thread appeared on my copywriters forum. A member asked who, be it men or women, are better at writing copy for certain products than others. Albeit a little close-minded in my estimation, the question seemed like a legitimate one...

So, if you're following the commandments, you should now have a unique name, possibly a tagline, and established yourself as the first or leader in your unique category. What about the service or product you offer? Do you offer an extraordinary...

Core expansion is far different than extension. Extension is often referred to as franchising, licensing, line extension, or branching out -- also known as conglomerating. In this context, I am referring to expansion by division. If you're a...

Freelance copywriters are an interesting bunch. They practice the art of salesmanship in print, yet have difficulty selling themselves. They struggle when it comes to self-promotion. So instead of being well-fed and content, they often go hungry....

A lot of people ask me how I write copy. I don't mean the content-writing process (such as how I come up with headlines, bullets, offers, etc), but how I tackle the actual task of composing a new salesletter from scratch. Everyone is different....

What is it with people lately? Browbeating, bashing, and bullyragging. Flames, stains, and blames. Put downs, let downs and showdowns. On forums, blogs, and social networking sites. Sure, I understand people are fed up with scam artists and...

Some people have asked what Web 2.0 tools do I use. Now, that question is two-sided. One is, what tools do I use with my copy? And the answer is, "not many." I do use a few, and I'm testing a lot more, too. Other than video and graphics, such as...

When I write copy, some tools help me tremendously. Whether it's the copy itself, or interactions with my clients, there are certain websites I use that help make it a lot easier for me. There are quite a few pieces of software, so let me just...

Ryan Healy, a talented copywriter whose blog I love reading, recently said that copywriters shouldn't be cheap, especially when they start out. It's a powerful notion, because many beginning copywriters believe that being cheap will get them more...