The Michel Fortin Blog

Scarcity is an effective tactic often used in copywriting to create a sense of urgency in an effort to convince the undecided reader to make a purchasing decision. After all, people procrastinate, and they do for a variety of reasons. It's simply...

“Samplifying” is a term I’ve coined to explain the growing (albeit always existing) need for more proof. The more samples you offer before you sell your product, the more you will invariably sell. Blame it on the need to feel more secure...

With “user-driven copy,” the fact is, people can choose what they want, how they want it and when they want it. And that is what’s working really well right now, not because it’s new but because it’s natural. The progression of the web...