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...

The last month has been riddled with challenges. The most significant of which was a nasty flu bug that knocked me off of my feet for over a week. I felt absolutely horrible. Plus, that nasty little virus made its rounds with the entire family. I...

What's the single, most important element in copywriting? Let me say it another way. You've done your research. You found a starving market. Your product fills a need. And your sales copy shines with benefits. If everything is so perfect, then...

After participating in a recent product launch (something I very rarely do), our Platinum Group was discussing the issue and I wanted to share those insights with you. Considering the recent hysteria behind the massive Apple iPad launch, it got...

I remember 10 years ago. In the wake of rumored proposals to regulate the web, in 1999 the CRTC, comparable to America's FCC, officially declared that the Internet is not a broadcast medium. Now, that ruling was significant for many...

Lately, I'm seeing a lot of posts in public forums and blogs these days about people getting sick and tired of seeing "crappy," "hypey," used-car, Ginsu-like, looooong copy. Some of them come from guru-bashing naysayers who hate marketing, which...

A student, who is an upcoming copywriter, recently asked where he could find clients willing to pay higher rates for his skills. Having built a client base through networking on Internet forums geared towards start-up business owners, he now...

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...

A disgruntled, aspiring copywriter wrote me demanding clarifications. He believes most copywriters lie and exaggerate their claims of wealth. Let's call him "Chuck." I understand where Chuck is coming from. Because I've been where he is. So I...