Michel Fortin

Michel Fortin is a certified digital marketing expert and renowned copywriter who specializes in a unique combination of SEO, CRO, and UX to improve traffic, leads, and revenue for his clients. For the better part of 30 years, he's produced countless wins, generating in excess of $300 million in sales and results that have broken many industry records. He has worked with thousands of businesses ranging from individual entrepreneurs to enterprise-level multinational companies. He's the author of two top-selling books and often speaks at industry events. To connect with him, visit his LinkedIn profile where he is most active.

Tip #10: Top 10 Reasons Why Lists Work

People like numbers and really love lists, especially bulleted lists. Numbers promise bite-sized, easier-to-digest chunks of information. Lists are short and sweet, and cluster similar ideas for greater impact. Headlines that list a number make a concrete and credible promise. Lists are specific and quantifiable, which convey greater authority. Bullets are easier to scan but …

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Tip #9: Convert Testimonials Into Case Studies

Testimonials are important in copywriting. Problem is, they’re so overused and sugar-coated that they seem as if they’re made up by a marketer. Sure, testimonials are fantastic. But to readers, fantastic testimonials are fantasy. Rather than grouping testimonials together in your copy and using flowery prose that sounds like a tween raving about last night’s …

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