The Michel Fortin Blog

Nowadays, it’s no longer a choice between the A and B piles. It’s no longer a choice between hundreds of stations or channels. It’s a choice between millions if not billions of options called “websites.” But there’s something...

Long, scrolling salesletters are dying. It’s a fact. There are two main reasons for this. Remember, I said an evolution and a revolution are currently taking place. And both of these are contributing to the death of the salesletter. The...

Video is said to be Web 2.0’s killer app. But is it video itself? Not really. It’s interactivity. Video engages all the senses. Ample split-tests show that the more you engage the user’s senses, the greater the response. When I used to...

“Samplifying” is a term I’ve coined to explain the growing (albeit always existing) need for more proof. The more samples you offer before you sell your product, the more you will invariably sell. Blame it on the need to feel more secure...

People have different buyer personality styles. In fact, according to behavioral science, there are four: drivers, analyticals, amiables and expressives. Sometimes, they are labeled differently, but they are nevertheless the same. For example,...

Online video has exploded. But it’s more than just the demand for video. It’s interactivity. Videos offer sight and sound, but online they also offer touch since they have controls like “play,” “pause,” “fast-forward,” etc. When...

With “user-driven copy,” the fact is, people can choose what they want, how they want it and when they want it. And that is what’s working really well right now, not because it’s new but because it’s natural. The progression of the web...

The “Google Slap.” You’ve heard of it. You were probably affected by it. Essentially, Google, the world’s largest search engine, recently penalized a whole bunch of sites because they, too, judged them to be of poor quality. Either they...

“The truly important events… are not the trends. They are changes in the trends.” — Peter Drucker First, my thoughts on the whole Web 2.0 “social” craze: websites that offer social interaction, such as MySpace, Squidoo, del.icio.us,...