The Michel Fortin Blog

I wrote this article way back in 1998. It seems to have made a resurgence, especially with today's economy. So I said to myself, "Why not republish it?" So here it is. Enjoy! If there is something about which I'm pretty adamant, it's the idea of...

A recent coaching session touched upon the growing trend that some marketers have adopted to squeeze out sales from exiting traffic. In other words, you visit a website and read the salesletter. You decide it's not for you, so you leave. But when...

Recently, a coaching client asked me about dealing with prospective clients over the phone. This copywriter understood the importance of communicating with prospects and answering their pre-sale questions. However, like me, he preferred to avoid...

"There are many who are living far below their possibilities because they are continually handing over their individualities to others. Do you want to be a power in the world? Then be yourself. Be true to the highest within your soul and allow...

Part of my job as a copywriter includes, from time to time, creating names for businesses, products, and services. Choosing a name may be the single, most important business decision you will ever make. We are constantly bombarded with marketing...

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...

A spin doctor is a person, mostly politicians and public relations firms, who attempt to do damage control by downplaying something truly negative. They try to put a positive "spin" on something unfavorable. Are copywriters spin doctors?...