Michel Fortin

patagonia, argentine, glacier

No Such Thing As A Starving Copywriter

June 15, 2005

As I'm preparing for Gary Halbert's shindig in Miami this weekend, then to Carl Galletti's in Vegas the following week, I had a chance to reflect on the past month. Many things have happened in my life of late, and I am more focused on work than ever before.

One of them is the launch of an upcoming mega-product on marketing for copywriters, co-authored with my friend and associate, John Angelache, which will be sold at FreelanceCopywritingProfits.com.

This course is the most elaborate, comprehensive, jam-packed, step-by-step infoproduct I have ever released in my life.

Here's why…

You see, my friend and master copywriter Gary Halbert, with whom I will be speaking in Miami this weekend, said it best: “If you're a good copywriter, there's no reason why you can't find work!”…

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question, board, chalk

Answers To Questions, As Promised

May 22, 2005

Some people have asked me quite a few questions in the comments section of my last article, “How to Write Carrot-Wielding Copy.” And some of these questions were immensely valuable.

I could have answered them within the comments section. But because I believe my answers might be helpful to a lot of people, and that the comments may be overlooked by many, instead I decided to do in a separate post.

Here it is:

1) Sherrill asked:

I couldn't finish the article… it was way too long. We sell comfort food online… coffee… our message is short & straight to the point… here's your coffee choices… pick some coffee to have fresh roasted & delivered to your doorstep… pay for your coffee… get on with what you're doing…

K.I.S.S.

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carrot, leaf, flora

How to Write Carrot Wielding Copy!

May 13, 2005

A significant reason behind most floundering websites is the lack of a response-driven message — an effective one that gets people to do something, even if it's to keep reading.

A direct response message is not just about response. It's comprised of three elements: it must be 1) captivating (it captures the reader's attention), 2) riveting (it pulls her into reading further) and 3) engaging (it calls her to act).

(These are the “three steps” I talk about in my course.)

How can you incorporate those three vital elements?

If I were to answer that question adequately it would likely take me an entire book the size of an encyclopedia!…

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hands, writing, diary

Develop Your Personal Success Journal

April 27, 2005

I wrote this article ages ago. And I never published it on my website, but have had it published in ezines and such. And recently, certain events in my life have made me realized how much I do exactly what I taught many years ago, and probably even more so now.

And today, with the advent of blogs, I believe this article about keeping journals has even greater meaning and power. So I did a little search and dug it up. Today, I've decided to reprint it here for you.

It may sound a little too wacky or too metaphysical for some of you.…

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fashion, clothing, shop

Use Scarcity To Sell, Not Scare

March 28, 2005

Takeaway selling, for the uninitiated, is a way to limit the supply of a product or service in some way to increase scarcity of an offer. Because it's a proven fact that scarcity sells.

It's that ageless law of supply and demand. The less the supply is, the greater the demand will be.

People don't know how much they want something until it's about to be taken away from them. As Jim Rohn once said, “Without a sense of urgency, desire loses its value.”

Why? Because procrastination is the biggest killer of sales — particularly online where the chances of a prospect staying on or returning to a website (in order to think about buying), in today's click-happy world, are just as scarce.…

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justice, hammer, judge

Can Your Prospects Take An Oath?

March 24, 2005

One problem in copywriting (or any kind of communications, for that matter) that I often see is the fact that the audience is not targeted for the message, or the message doesn't march the intended audience.

When it comes to copy, for example, an untargeted, unqualified prospect won't buy, no matter how good the copy is. Or at least, they will ask for a refund once they smell the coffee.

When the message is targeted, however, it can still miss the mark because it doesn't speak to the customer at the stage of awareness at which they happen to be.

This is absolutely essential to ensure that the copy is long enough and strong enough to appeal to, qualify, educate, and sell the prospect.…

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notebook, pen, table

Three Tips For Getting Copywriting Work

January 5, 2005

I often get many questions. Of those, the most common is when aspiring copywriters ask me how to get started in the copywriting business.

It's not about how to write copy specifically but about the marketing aspect of the freelance copywriting business.

There are three things I recommend if you are just starting in the copywriting field. In fact, I did these three myself when I first started out, which springboarded my career.

1. Pick a Niche

Niche marketing is extremely powerful. People often have the erroneous assumption that by narrowing their focus to a specific market, industry, or specialty, they are lessening the chances for more business.…

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Aim for 100 actions not traffic

You Need “Actions” To Take Action

December 20, 2004

Someone once asked me, “How many visitors do I need to determine the validity of my split-testing?” For example, if you're split-testing two different headlines, how much traffic do you need to make a good judgment call on which headline is the real winner?

That's an interesting question, and one with no real answer, other than “a lot.” And there's a specific reason why…

Gary Halbert once said you need 40 actions. John Reese says 200.

Personally, I like 100. You see, both Halbert and John are right, since Gary is referring mostly to offline direct mail and John to online marketing.…

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printer, scanner, technology

Ordering Offline Boosts Online Sales?

December 4, 2004

In another forum, a listener to my call with Gary Halbert, where Gary mentioned that ordering online is a strategic error, asked me the following question:

“After listening to your seminar with Gary Halbert, what's your opinion on Gary saying not to take orders online?”

That's a great question. As you know, I conducted a free teleseminar with Gary Halbert Tuesday night. (You can access the recordings by clicking here.)

My personal opinion is that Gary's right in principle — but not in practice.

Here's why…

For example, he's right about efficiency versus effectiveness, and that it's better to be effective than to be efficient.…

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students, adult, asia

Long Copy Or Short Copy?

October 1, 2004

Here's a reprint of an answer I gave a student in another forum who asked:

“Long copy? Or short copy?”

1. Long copy versus short copy has been the single greatest debate since the beginning of the printing press. But long copy always outperforms short copy. Don't be long for the sake of being long. Be long for the sake of providing as much information as is needed to make the sale — and not one word more.

2. People object to reading copy because: a) they are not targeted and b) the copy is boring. “Length” is the excuse because it's a common currency.…

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Strategic marketing consultant Michel Fortin