The Michel Fortin Blog

Many people have asked me for this, and now I'm seriously thinking about doing it. (Yes, I hear you, Mike Sigers.) I'm thinking of offering a WordPress training course. No, not a basics course and not something too advanced. And not any old...

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...

If your car needed repair work, would you go to a garage that offers free estimates? You likely would. Today, most garages offer them. Not only has it become a customary practice, but also everyone expects a free estimate from...

I love social media. And I love trying and testing new stuff. If there's some new social media tool, website, or community, I'll be one of the first ones to try it out. But there is a limit. And I think we need to be careful. Because social media...

If you've been a student of marketing for some time, then I'm sure you've heard of the saying: "People don’t want to buy a quarter-inch drill, they want a quarter-inch hole." That quote by Theodore Levitt is probably one of the most quoted...

Part of my job as a copywriter is coming up with names. A while ago, I wrote a blog post on the power of names. I won't repeat it here, except to reiterate that branding, albeit not a priority for most, is still incredibly important. And it's...

Why is it that successful marketers and online entrepreneurs seem to have this virtual "6th sense" when it comes to pinpointing hot, hungry, and highly profitable markets they can sell products to? We see this again and again and...

I am not a copywriter. I make my fair share of sales online, but I have to assume that most people buy from me because they know me and like me. Either that or they really want what I am offering, and just roll their eyes and hunt for the order...

Just two days ago, my friend and copywriter John Riskowitz published one of my articles on long copy to his list, to which one of his subscribers protested. Coincidentally, his protest points out the fact that commodity products, like soap, do not...