The Michel Fortin Blog

Most of the copy people ask me to rewrite seem to offer great products and services. In fact, some offers are so good, prospects would be crazy to turn them down. But they do. And these sales pieces end up falling on my lap because they're...

Yesterday, I had a tweet burp. (If you've been living under a rock in the past year, a "tweet" is a brief, text message on micro-blogging platform Twitter.) I call it a "tweet burp" because it's something like a brain fart. But I prefer "brain...

Long, scrolling salesletters are dying. It’s a fact. There are two main reasons for this. Remember, I said an evolution and a revolution are currently taking place. And both of these are contributing to the death of the salesletter. The...

With “user-driven copy,” the fact is, people can choose what they want, how they want it and when they want it. And that is what’s working really well right now, not because it’s new but because it’s natural. The progression of the web...