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...

A member in my coaching program asked a question about the legality of using an alias or pseudonym in copy. In other words, a pen name. That is, is it legal to write the copy in the voice of a fictitious character, or telling the story of a...

No is a very powerful word. It's one too easily spoken, as any parent of a small four-year-old will tell you. It's also detrimental to effective copywriting and sales, because it's an absolute brick wall of resistance. The minute a potential...

Recently, Terry Dean wrote an awesome article, entitled "Copy is King and Other Common Lies." The article boils down to the fact that the market and the offer come first. Copy is still important. Design plays an important role, too. But copy...

After reading some of my articles on how to find copywriting clients, one of my students, Jeff, asked me an interesting question. He's an aspiring copywriter and wants to build his own freelance copywriting business. When he read that I wrote...

Scarcity is an effective tactic often used in copywriting to create a sense of urgency in an effort to convince the undecided reader to make a purchasing decision. After all, people procrastinate, and they do for a variety of reasons. It's simply...

Throughout my research, I'm always surprised when I stumble onto websites that are professionally designed and seem to offer great products and services, but lack or fail in certain important elements. Elements that, with just a few short...

This small booklet contains ten core principles based on my "Power Positioning" concept -- a set of powerfully effective strategies that have made tons of profitable business for many entrepreneurs and professionals like you. These ideas are...

If there's one problem in all advertising and marketing, it is the sheer fact that there is too much competition out there. Everything just seems to look like everything else. If one copies another company let alone another company's promotion, it...