The Michel Fortin Blog

The greater portion of my career has been in copywriting, selling, and direct marketing. And one of the common denominators I've found in any successful piece of copy is the power of risk reversal. That is, taking more of a risk from the sale...

The other day I was asked the following question: "Should I use active or passive voice in sales copy?" My answer may surprise you. The premise behind this question is simple. Traditional rules of good writing state that we should use active...

One of the most popular threads on my now defunct discussion forum for copywriters was one started by my friend Dean Jackson. If you don't know Dean Jackson, he is a Torontonian, a real estate mogul, an information marketing millionaire (author...

Not a copywriter or just starting out? Can't afford a high-priced copywriter? Need copy real fast to start selling or to promote affiliate products right away? Here's something that might interest you... Computer programmer Robert Plank shares...

One of the most venerable and common elements of good salesletters, following the headline, is the postscript or "P.S." at the end. The end of every great sales letter should be capped with a strong P.S. We are often told that the P.S. is the...

I know Paul Hancox. Paul is a fanatical tester. He's also an excellent copywriter. But what you may not know is that Paul is also the creator of the very first split-testing software I've ever used. We're talking, um, circa 1999, I believe. It...

When a sales page is not performing or if it's not performing up to your expectations, the worst thing you can do is... nothing. By taking action and making changes, you can strengthen your copy quickly and improve your sales conversions. In most...

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...

"Commitment is what turns a promise into reality. It is the words that speak boldly of your intentions. And the actions that speak louder than words. It is making the time when there is none. Coming through time after time after time, year after...