A disgruntled copywriter wrote me demanding clarifications. He believes most copywriters lie and exaggerate their claims of wealth. Let’s call him “Chuck.”

I understand where Chuck is coming from. Because I’ve been where he is. So I responded, not because I wanted to acquiesce to his demands but because I wanted to give him hope, ideas, and, dare I say it, a million-dollar education.

He says he will be asking other copywriters the same question, and even threatened (although, that may be too harsh of a word) to publish my reply.

For all I know, this copywriter may be gathering information to create his own product. Who knows? (If he is, I must say that his strategy is brilliant. And if he does create a product out of this, good for him!)

I’m reprinting the conversation here since I believe it will help a lot of other struggling copywriters out there. Also, I’m opening myself a little more than usual. I guess you can say that I’m exposing the real “Michel Fortin.”

My answer might surprise you…

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“We are hoarding potentials so great they are just about unimaginable.”
– Jack Schwartz

“Humanity has only scratched the surface of its real potential.” “You are within God. God is within you.”
– Peace Pilgrim (1900-1981)

Come to think of it, by definition success is an end-result or an achievement of some sort. But true success, however, doesn’t stop after you’ve reached a goal or cease once you’ve attained a certain rank. If you want to be successful, you will have to accept that success is an ongoing process.

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A member once asked a question about the legality of using an alias or pseudonym in copy.

That is, is it legal to write the copy in the voice of a fictitious character, or telling the story of a fictitious character enjoying the benefits of your offer?

Using an alias in business is a common practice. However, if you’re considering using an alias or already are using an alias, there are a few things to know to keep your head above water with the law.

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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 mistakes. I call them the “Seven Deadly Sins.” Is your website committing any one of these?

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In the wake of rumored proposals to regulate the web during its early days, Canada’s telecommunications watchdog, the CRTC — comparable to America’s FCC — officially declared in 1999 that the Internet is not a broadcasting medium.

Technically, the Internet is indeed a medium.

But the government based its decision on the fact that the web is interactive with its audience — unlike other one-way media such as the TV or radio. As a result, regulators concluded the Internet could therefore police itself.

(The “Net Neutrality” debate of late is a perfect example that it is different.)

Nevertheless, my point here is not a political one but a marketing-related one.

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Success, in any particular business, depends for one thing upon your possessing, in a well-developed state, the faculties required in that business.

Without good musical faculty no one can succeed as a teacher of music. Without well-developed mechanical faculties no one can achieve great success in any of the mechanical trades. Without tact and the commercial faculties no one can succeed in mercantile pursuits. But to possess in a well-developed state the faculties required in your particular vocation does not insure getting rich. There are musicians who have remarkable talent, and who yet remain poor. There are blacksmiths, carpenters, and so on who have excellent mechanical ability, but who do not get rich. And there are merchants with good faculties for dealing with people who nevertheless fail.

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There is great advantage in a name that tells a story. The name is usually prominently displayed. To justify the space it occupies, it should aid the advertising. Some such names are almost complete advertisements in themselves. May Breath is such a name. Cream of Wheat is another. That name alone has been worth a fortune. Other examples are Dutch Cleanser, Cuticura, Dynashine, Minute Tapioca, 3-in-One Oil, Holeproof, Alcorub, etc.

Such names may be protected, yet the name itself describes the product, so it makes a valuable display.

Other coined names are meaningless. Some examples are Kodak, Karo, Sapolio, Vaseline, Kotex, Lux, Postum, etc. They can be protected, and long-continued advertising may give them a meaning. When this is accomplished they become very valuable.

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