The Michel Fortin Blog

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...

I covered headlines many times already. You can find posts about headlines here. But here are some additional tips. There are two huge mistakes people make when they write headlines. Either they are too bland and don't say enough (such as when...

When writing direct response copy, a few things can maximize the responsiveness of your message. The first and most important element that can turn any website, salesletter, or advertisement into an action-generating mechanism is, without question,...

In my critique consulting services, I've found the most common mistake clients make is the ignorance of, or indifference to, split-testing. Little do they know this underutilized marketing practice can be one of the most profitable. Split-testing...

Scientific Advertising by Claude C. Hopkins is a timeless classic written many years ago but a book whose powerful principles still ring true to this day. It contains 21 chapters of timeless strategies you don't want to ignore in your...

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...

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...

With spam incessantly inundating our inboxes and people's attention spans constantly shrinking, some have claimed that email marketing is on the way out. I say "nonsense." In fact, it's because of those very reasons that email marketing is now...

So, if you're following the commandments, you should now have a unique name, possibly a tagline, and established yourself as the first or leader in your unique category. What about the service or product you offer? Do you offer an extraordinary...