by michelfortin | Jun 2, 2015 | Articles
So a lot of people ask me to explain my quote, “Do what you love and the business will follow.” To clarify, it has three different and distinct meanings. First, if you do what you love, the business (the idea for a business model, i.e., how you can...
by michelfortin | May 24, 2015 | Articles
The most important part of your copy is not your headline, not your offer, and certainly not your benefits. The most important part is your customer. Sounds obvious, right? But in the last few weeks, I've been critiquing some pretty good copy. Very well-written and...
by michelfortin | Apr 29, 2015 | Articles
When I critique, edit, or rewrite sales copy, I discover that many clients commit some common errors. Granted, not all of them are writers. But most of them fail to drive customer actions not because they lack writing skills but because they fail to look at their copy...
by michelfortin | Apr 22, 2015 | Articles
After my wife passed, I decided to relocate into a smaller home and my current home is up for sale. Moving always reminds me of something that happened when I was shopping for a new home in the past. Part of the process was furniture shopping. Since we were slated to...
by michelfortin | Apr 16, 2015 | Articles
A lot of people ask me how I write copy. I don't mean the actual writing process (such as how I come up with headlines, bullets, offers, etc), but how I tackle the actual task of composing a new sales piece from scratch. Everyone is different. My writing process is...
by michelfortin | Aug 14, 2014 | Articles
When a sales page is not performing to your expectations, what's the worst thing you can possibly do? Nothing. By making changes, any changes, you can strengthen your copy and improve your sales — provided you track those changes. In most cases, there are...
by michelfortin | Aug 4, 2014 | Articles
The other day I was asked: “How do I motivate a potential joint venture partner to bite? When you have a great idea and you've located the perfect partner, how do you motivate them to do business with you?” I talked on many occasions about the power of a...
by michelfortin | Jul 22, 2014 | Articles
Using italics, bolds, highlights, etc to add emphasis in copy is a powerful tool. But use too much, and you are actually creating the opposite effect — everything looks the same and nothing is emphasized. So you must emphasize judiciously and strategically....
by michelfortin | Jul 15, 2014 | Articles
People talk. They talk about products. They talk about businesses. And they certainly talk about their experiences with both. With the proliferation of social media, the Internet provides incredible leverage to help spread that word-of-mouth, or as Dr. Ralph wilson...
by michelfortin | Jul 11, 2014 | News
OK, this post has been a long time coming. For over a decade, people keep asking me, “So, what is it: Michel? Michael? Mike? Or what?” (I prefer “Master Overlord,” but I digress. Oh, and here's a little-known fact: a nickname high school kids...
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