SEO Blog, News, Articles, Tips, and Resources

The 10 Commandments of Power Positioning

Post author By Michel Fortin
Post date July 31, 2020

In 1992, I wrote power positioning as a way to help attract clients in my early career as a marketing consultant without the need for cold-calling or selling.

Copywriting

How to Target Your Perfect Customer

Post author By Michel Fortin
Post date July 22, 2020

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 I’ve critiqued some pretty good copy. Very well-written and compelling, too. But if the conversion rate is low (hence, the reason why I was hired […]

Productivity

The Pitfalls and Blessings of ADHD

Post author By Michel Fortin
Post date July 1, 2020

Preamble: A friend wrote about her recent ADHD diagnosis at age 45. I was diagnosed at 52, so it resonated deeply with me. I found myself nodding with each symptom she described. It inspired me to write one of my own. I was reluctant to discuss this at first and open myself up this way. […]

Tags ad campaigns, business consultant, consultant, consultant marketing, copywriting, healthcare marketing, independent consultant, marketer, marketing, marketing consultant, online marketer, online marketing, online marketing consultant, relationship, traffic

Episodes

The “Ask Michel Anything” Episode Series on YouTube [All]

Post author By Michel Fortin
Post date June 10, 2020

I experimented with creating my own video or vlogging series based on questions people asked. But this was just an experiment. I later switched to another channel, but I wanted to post the eight episodes here. If you want to know when I post new stuff, subscribe to my YouTube channel. Better yet, sign up […]

Tags blog, marketing, marketing strategy, web marketing

Copywriting

How I Write Copy in Seven Steps

Post author By Michel Fortin
Post date April 16, 2015

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 one developed over many years, […]

Tags blog, bullets, client, copywriter, copywriting, credibility, cro, flow, formula, guarantees, headline, interview, language, management, methodology, organization, project management, reader, Research, selling, structure, success, tips, writing

Marketing

My Name is Michael, I Got a Nickel…

Post author By Michel Fortin
Post date July 11, 2014

round silver-colored coin — My name is Michael, I got a nickel | Photo by Joshua Hoehne

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 gave me was “Spike.”) My name is “Michel,” formally pronounced “Mee-shell.” […]

Tags analytics, bilingual, blog, canadian, catholic school, english, french, gatineau, licorice, michel fortin, microsoft, nickname, quebec, vlogging

Copywriting

It’s Not What You Say, It’s How You Say It

Post author By Michel Fortin
Post date July 9, 2014

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 first part is the most crucial. After all, the […]

Tags author, benefit, blog, bonus, copywriter, copywriting, cosmetic, cro, factoid, feng shui, formatting, guarantees, johnson box, kinesics, linguistics, nonverbal, point, premium, psychology, quality, readership, selling, sex, sidenote, social media, speaker, story, success, testimonial, urgency

Copywriting

How to Hook (More) Copywriting Prospects

Post author By Michel Fortin
Post date May 14, 2012

The other day, an aspiring copywriter asked me a question that I hear all too often: “How do I distinguish myself from other copywriters?” The answer is not an easy one. It takes some thought, some time, and perhaps some inspiration. But time after time, I have found that most people tend to overlook one […]

Copywriting

Risk-Reversal’s Role Reversal

Post author By Michel Fortin
Post date January 30, 2012

shaking hands, handshake, hands — People seek guarantees and fear making bad decisions | Photo by geralt

The greater portion of my career has been in copywriting, selling, and direct marketing. And one of the common denominators I’ve found in any successful piece of sales copy is the power of risk reversal. That is, taking a larger risk from the sale than the purchaser of your product. Risk reversal is a powerful […]

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