The Michel Fortin Blog

The competent advertising man must understand psychology. The more he knows about it the better. He must learn that certain effects lead to certain reactions, and use that knowledge to increase results and avoid mistakes. Human nature is...

Writing copy usually involves two major things: figuring out what to say and then how to say it. The second part is usually the easiest part of my work. Why? Because figuring out what to say is often a whole lot harder than how to say...

"What am I supposed to do?" You may not know it but that's a question your readers, visitors and prospects may be asking right now. And it's also one you need to avoid at all costs, or else it will cost you in wasted traffic and sales. In other...

One problem in copywriting I often see is the fact that the audience is not targeted for the offer. An untargeted, unqualified prospect won't buy, no matter how good the copy is. Or at least, they will ask for a refund once they smell the coffee....