The Michel Fortin Blog

I used to teach marketing and selling part-time at a local college. One day, one of my students made me realize something important. During my lecture, he offered an example to illustrate his understanding of a concept I was teaching. While it...

The other day, one of my readers asked me the following question, which I found rather interesting: "Why should the author of a product be included in their sales copy?" Seems like a pretty redundant question, right? Especially to any veteran...

When writing direct response copy, a few things can maximize the responsiveness of your message. The first and most important element that can turn any website, salesletter, or advertisement into an action-generating mechanism is, without question,...

An interesting debate is raging among copywriters and content developers about the differences, if any, between writing copy for the web versus writing content. Prolific copywriter Nick Usborne conducted a survey with his newsletter readers to...

In a recent critique for a coaching client, the issue of "gap analysis" arose. Gap Analysis is something I learned in sales, and it was heavily taught by sales trainers like Brian Tracy, such as in his course "The Psychology of Selling." Gap...

One of the most popular threads on my now defunct discussion forum for copywriters was one started by my friend Dean Jackson. If you don't know Dean Jackson, he is a Torontonian, a real estate mogul, an information marketing millionaire (author...

Recently, I was tagged on Facebook by a few friends on this new topic, "25 random things about me." The rules on Facebook are different. I've changed the rules slightly for the blogosphere... Here are the rules. Once you've been tagged, you...

My last post, where a disgruntled copywriter demanded "the truth" about creating wealth in copywriting, inspired copywriter Andrew Cavanagh to share the story of his beginnings on my forum: "Here's how I made my first 'money' in...

The other day I was asked a question I hear all too often: "How do I distinguish myself from other copywriters?" To find the answer, look to one of the most effective and frequently used copywriting and marketing tools. It's your "Unique Selling...