My first thought was, “Woah, that’s a good question.”
A top Internet marketing guru was interviewing me before deciding to hire me. He hit me with a seemingly simple question… that still stopped me in my tracks. It went something like this…
“What’s the most important component of writing copy?”
Woah. I’d honestly never [...]

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Michel Fortin once told me the 3 most important elements to test in a sales letter are the headline, price and offer.
Price points are easy to come up with. The headline takes a lot of work… but that’ll come from my research.
The offer is something you need to team up and strategize with [...]

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What do beginning copywriter’s forget to think about that can destroy their online sales? Where the visitor is coming from!
Question #7 from my copywriting questionnaire is…
“7) a. Where is your traffic coming from? (Please be very specific)
“b. If you’re targeting specific keywords, what are they?”
How is the client planning on getting [...]

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That was a close one.
Remember when I lost all my blog posts last month? Well I tried to get as many of the valuable posts back as I could from Google’s cache.
One post that I didn’t find the first time around was an awesome interview I did with Ryan Healy.
I was reminded [...]

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Ever seen the spy movie “Cloak and Dagger” with Henry Thomas? Great movie, one of my favorites from my childhood.
Sometimes when I call my sister’s cell phone and she answers, I shout, “Lady Ace, Lady Ace, Come in Lady Ace!”
Guess you had to see it…
…in any case. I bring it up because it’s [...]

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When writing copy, you’re not selling a product/service so much as you’re selling a solution.  A solution that solves a problem or fulfills a desire.
So instead of asking something silly like, “What’s your product?”, I ask about the major benefit.  And that’s question #2 on my questionnaire:
“2) In one or two sentences only, what major [...]

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The sales letter was good.  It was more than good, it rocked.
Michel Fortin was my copywriting coach at the time, he didn’t have anything to add.  It was ready to give to the client.
The client was a big name guru you’ve probably heard of.
And he hated it.  He changed it quite a bit, including the [...]

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My favorite excerpt from this blog entry:
The biggest error that most people commit when they write copy is that they try to be clever, trying to ‘WOW’ people with every sentence.
Check it out: http://blog.onecoach.com/2008/12/09/how-to-sell-in-print-the-secret-of-writing-killer-copy/

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You may know my sister, Rebecca at MissCopy.com.
I’ve mentored her as she’s become a copywriter. Well, sometimes she tries to tell me, the TEACHER, that I’m wrong!
This particular argument required Michel Fortin to step in and break it up. Here’s my question to Michel and his response…
My Question:
My sister and I have been arguing about benefits in your QUEST formula.
She [...]

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Michel Fortin has answered Edward’s question! Here
it is…
Question: “How do you get inside the head of the
prospect?” And I’ll try and make it more specific
by saying, what’s a quick overview of your
methodology for discovering the conversation in
the prospect’s mind?
I just posted a blog post today, “How to Target
Your Perfect Customer,” that specifically deals
with this. (What a [...]

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