by Michel Fortin | Last updated Aug 4, 2019 | Articles
Copywriting is often labelled as “wordsmithing.” A wordsmith is someone who uses words to sell a product, a service, or an idea. But, is copy only about words? Copywriting comes down to two fundamental tasks: knowing what to say and then how to say it. The...
by Michel Fortin | Last updated Aug 4, 2019 | Articles
If you're a new or aspiring copywriter, here's one important tip: don't be cheap. Too many beginning copywriters believe that offering cheap rates will get them more business. I'm not saying that it doesn't. Of course, offering low rates and discounts is one way to...
by Michel Fortin | Last updated Aug 4, 2019 | Articles
I often talk about the need for long copy often depends on your market. Borrowed from Eugene Schwartz' magnum opus Breakthrough Advertising, it's based on the market's stage of sophistication for the product. The newer the product is, the less sophisticated the market...
by Michel Fortin | Last updated Aug 4, 2019 | Articles
An immensely powerful strategy in copywriting is to use words and phrases that help to paint vivid pictures in the mind. When people can visualize the process of doing what you want them to do, including the enjoyment of the benefits of your offer, you also drive...
by Michel Fortin | Last updated Aug 4, 2019 | Articles
I took a professional speaking course where the instructor told us of a specific tactic I later realized I often used in copywriting. He called it the “Triple-Tell” formula. When you're making an important point in the copy that you want the reader to...
by Michel Fortin | Last updated Aug 4, 2019 | Articles
With every claim you make in your copy, you need to back it up. “We're #1,” “rated top in the industry,” or “highest quality” appear spurious if left as is. By whose standards? In which publication? For which market? Justify the...
by Michel Fortin | Last updated Aug 4, 2019 | News
Imagine earning $40+ for each website visitor, even if it were only once in a while when your biz needs a quick cash infusion. You just gear down and pour on the juice. Or how about even a tenth of that, day in and day out, like Old Faithful, chugging along under the...
by Michel Fortin | Last updated Aug 4, 2019 | Articles
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...
by Michel Fortin | Last updated Aug 4, 2019 | Articles
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...
by Michel Fortin | Last updated Aug 4, 2019 | Articles
When people are asked to do something, especially if it means to give up something else (like their attention, email, or money), there will always be some resistance. There's no real way of removing that natural inclination as it is part of human nature. But there are...
