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 other day, one of my coaching students emailed me about his dilemma -- something that's all too common in our business. "Too many times," he said, "I've known what I needed to do, and I always end up waiting weeks on end to do it." He asked,...

A member in my coaching program asked a question about the legality of using an alias or pseudonym in copy. In other words, a pen name. That is, is it legal to write the copy in the voice of a fictitious character, or telling the story of a...

There are several ways we could potentially work together. Copywriting and Critique Consulting Most people know me as a copywriter, and for being instrumental in helping launch some of the most profitable marketing campaigns on the Internet. I...

Last week, I conducted an hour-long webinar with my friend Ken Calhoun on "How to Sell in Tough Times." This webinar was a fireside chat, so to speak, where we touched base for the first time since hosting the now famous Copywriting Success...

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...

No is a very powerful word. It's one too easily spoken, as any parent of a small four-year-old will tell you. It's also detrimental to effective copywriting and sales, because it's an absolute brick wall of resistance. The minute a potential...

One of the things I do is spend about 30 minutes a day reading my RSS feed reader -- which is Google Reader. And I have it set so that, when I share a feed I like, FriendFeed picks it up and reshares it on Twitter, Facebook, LinkedIn, and many...

If your car needed repair work, would you go to a garage that offers free estimates? You likely would. Today, most garages offer them. Not only has it become a customary practice, but also everyone expects a free estimate from...