The Michel Fortin Blog

A disgruntled, aspiring copywriter wrote me demanding clarifications. He believes most copywriters lie and exaggerate their claims of wealth. Let's call him "Chuck." I understand where Chuck is coming from. Because I've been where he is. So I...

"I conceive that pleasures are to be avoided if greater pains be the consequence, and pains to be coveted that will terminate in greater pleasures." -- Michel Eyquem de Montaigne (Circa 1500) Remember that it's not your goals that really count...

There is great advantage in a name that tells a story. The name is usually prominently displayed. To justify the space it occupies, it should aid the advertising. Some such names are almost complete advertisements in themselves. May Breath is such a...

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...

Gary: Your wife has triplets. Now somebody comes up to you and explains, tells you your wife has triplets. Is there any way that that piece of information could be transmitted to you in a way that wouldn't be of interest to you? I mean, if they use...