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Tag: guarantees

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 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

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 […]

Copywriting

Does Your Copy Have Personality?

Post author By Michel Fortin
Post date July 14, 2009

Some people don’t mind hard-hitting copy, while others prefer newsy copy. Some people prefer long copy to get as much information as possible, others prefer short, brief, to-the-point copy. Some like drama, stories, and testimonials; others data, statistics, and facts. Does it all matter? Absolutely. What makes one style of copy more favorable than another? […]

Copywriting

The Seven Deadly Sins of Website Copy

Post author By Michel Fortin
Post date October 1, 2007

Throughout my research, I’m always surprised when I stumble onto websites that are professionally designed and seem to offer great products and services, but lack or fail in certain important elements. Elements that, with just a few short changes, can help multiply the results almost instantaneously. Generally, I have found that there are seven common […]

Interviews

John Carlton Interview

Post author By Michel Fortin
Post date March 22, 2006

In 2005, I held three rarely given teleseminars with Gary Halbert and John Carlton. In this one, John Carlton shares timeless top copywriting lessons for free.

Interviews

Gary Halbert Interview #1

Post author By Michel Fortin
Post date March 22, 2006

In 2005, I interviewed Gary Halbert and John Carlton. Just a year before he passed away, Gary Halbert shared his best, timeless copywriting lessons for free.

Thank you!