By Michel Fortin A significant reason behind websites that fail is the lack of an effective response-driven message. A message that gets people to do something, even if it’s to keep reading. A direct response message is not just about response. It’s comprised of three elements: it must be 1) captivating (it captures the reader’s [...]
By Michel Fortin An interesting debate is raging among copy writers, web designers and content developers about the differences, if any, between writing copy for the web versus writing content. According to prolific copywriter Nick Usborne of Excess Voice, a recent survey conducted among the readers of his newsletter of the same name offers some [...]
By Michel Fortin Copy is all about words. Or is it? Copy is about using words to describe the benefits of your offer. About using words to paint vivid mental imagery. About using words to stir the senses, press all the “hot buttons” and push the reader to take some kind of action. But is [...]
By Michel Fortin Have you ever picked up a book off the shelf at a local bookstore, read the front and back covers, opened it up and, after reading a few pages, just couldn’t put it down? Do you remember, after buying the book, how you flipped each page with an almost excruciating curiosity because [...]
By Michel Fortin “What am I supposed to do?” You may not know it but that’s a question your readers, visitors and prospects may be asking right now. And it’s also one you need to avoid at all costs, or else it will cost you in wasted traffic and sales. In other words, if people [...]