The Michel Fortin Blog

What's the most important part in copywriting? Is it the headline? The bullets? The benefits? The testimonials? The guarantee? The offer? Nope. While all important, none of these are as important as this single yet powerful element. It trumps...

My last post, where a disgruntled copywriter demanded "the truth" about creating wealth in copywriting, inspired copywriter Andrew Cavanagh to share the story of his beginnings on my forum: "Here's how I made my first 'money' in...

Recently, I held three rarely given teleseminars -- two with Gary Halbert and one with John Carlton. These men are undeniably two of the world's most in-demand copywriters. Each interview lasted for two hours, for a total of six. Both Gary and...

Sad day. I'm speechless. In case you haven't heard, the infamous Gary Halbert, the Alpha Shitweasel, the Prince of Print, died in his sleep on Easter Sunday. All I can say is, the copywriting world has lost one of its biggest icons. There will...

The next question is, what does Web 2.0 have to do with salesletters, if anything? And how does it affect them? For marketers, Web 2.0 presents a number of new opportunities and avenues that allow more interaction. More specifically, tools...

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...

Gary: When a 2 for 1 be. Well if you are talking about two letters in the same envelope like these two it's, it is actually you are going to be very disappointed as a result of that. Should we even attempt that the answer is yes but you, you...

Gary: Then you go out to a library or a bookstore and get ten books on golf and outline a product based on the ideas you got from those books. I remember one book I really liked had a simple title said, "The Secrets of Perfect Putting", but anyway...

Michel Fortin: Well, let's just do a little quick check here. Um, Gary, are you on the line? Gary Halbert: Listen, if you people would stop slurring my reputation. Michel: Oh, there we go. Let me just mute this phone right now. We are in...