The Michel Fortin Blog

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...

There's a debate going on my discussion board about "clean design" vs. "clunky design" with your copy, and how it can or cannot affect response rates. I'm talking about odd layouts, inconsistent typestyles, emphasis using formatting (like...

When I critique, edit or rewrite sales copy, I discover that many clients commit common errors. Granted, not all of them are writers. But most of them fail to drive customer actions not because they lack writing skills but because they fail to look...

Copy is all about words. Or is it? Copy is about using words to describe the benefits of your offer. About using words to paint vivid mental imagery. About using words to stir the senses, press all the "hot buttons" and push the reader to take some...