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Preview: The Michel Fortin Blog

Michel Fortin



Marketer, Copywriter, President, Author, Speaker.



Last Build Date: Tue, 24 Apr 2018 20:07:43 +0000

 



“Do What You Love” Explained

Tue, 02 Jun 2015 18:48:48 +0000

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 monetize what you love) will come to […]

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How to Target Your Perfect Customer

Sun, 24 May 2015 17:57:15 +0000

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 compelling, too. But if the conversion rate is low (hence, […]

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Take Your Reader For a Drive

Wed, 29 Apr 2015 05:24:58 +0000

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 from their readers’ perspective. Although unintentional, they’re […]

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The Power of Positive Pressure

Wed, 22 Apr 2015 16:37:26 +0000

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 move several months down […]

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How I Write Copy in Seven Steps

Thu, 16 Apr 2015 18:48:55 +0000

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, […]

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Are Bottlenecks Clogging Your Sales?

Thu, 14 Aug 2014 18:08:42 +0000

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 relatively simple steps you can take to improve your results immediately. […]

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Give Your Joint-Venture Offer An Extra Punch

Mon, 04 Aug 2014 12:09:17 +0000

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 USP and how to define one. […]

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Why Some Friction in Sales Copy is Good

Tue, 22 Jul 2014 18:28:26 +0000

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. However, some have suggested that emphasis should be avoided completely. One copywriter suggested […]

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Multiply Your Marketing Like a Virus

Tue, 15 Jul 2014 19:40:20 +0000

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 coined over a decade ago as “word-of-mouse marketing“. Today, “viral marketing” has become so ubiquitous […]

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My Name is Michael, I Got a Nickel…

Fri, 11 Jul 2014 17:01:49 +0000

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.” Long story.) My name is “Michel,” formally […]

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