The Michel Fortin Blog

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...

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...

After reading and re-reading the latest FTC guidelines, I've come to some important conclusions that I want to share with you. Particularly as they relate to testimonials. Last night, my good friend and top copywriter John Carlton called me up,...

One of the most popular threads on my now defunct discussion forum for copywriters was one started by my friend Dean Jackson. If you don't know Dean Jackson, he is a Torontonian, a real estate mogul, an information marketing millionaire (author...

One of the most venerable and common elements of good salesletters, following the headline, is the postscript or "P.S." at the end. The end of every great sales letter should be capped with a strong P.S. We are often told that the P.S. is the...

Recently, I held three rarely given teleseminars -- two with Gary Halbert and one with John Carlton. These men are undeniably two of the world's most in-demand copywriters. Each interview lasted for two hours, for a total of six. Both Gary and...

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...

Online video has exploded. But it’s more than just the demand for video. It’s interactivity. Videos offer sight and sound, but online they also offer touch since they have controls like “play,” “pause,” “fast-forward,” etc. When...

Ryan Healy, a talented copywriter whose blog I love reading, recently said that copywriters shouldn't be cheap, especially when they start out. It's a powerful notion, because many beginning copywriters believe that being cheap will get them more...