The Michel Fortin Blog

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...

Last year, a bunch of copywriters who also blog -- like yours truly -- shot the breeze on the Nuts and Blogbolts talk radio show. It was an interesting and at times spirited discussion. After some talk about content and copy (or should I say,...

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...

Need help with your sales copy or marketing strategy? About to launch a product or promotion, but unsure if it will work? Or simply wish you could pick my brains for an hour? (And want to pitch in for a great cause at the same time?) Well, for...

In an earlier blog post, I talked about the fact that lately I've been leaning a lot more towards testing the reduction in bottlenecks. Some of the results are staggering! In short, the more I increase the sense of security and trust, better...

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 a recent critique for a coaching client, the issue of "gap analysis" arose. Gap Analysis is something I learned in sales, and it was heavily taught by sales trainers like Brian Tracy, such as in his course "The Psychology of Selling." Gap...

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...

The 10 Commandments of Power Positioning: Magical Marketing Strategies for Creating an Endless Stream of New, Repeat, and Referral Business is Michel Fortin's ebook that brings together the art of positioning with the science of direct...