The Michel Fortin Blog

The 10 Commandments of Power Positioning: Magical Marketing Strategies for Creating an Endless Stream of New, Repeat, and Referral Business is Michel Fortin's ebook that brings together the art of positioning with the science of direct...

"Success in marketing is simple ... Find the right message, use the right media, and deliver it to the right market." -- Creator of "Magnetic Marketing," Dan Kennedy, who'se my mentor and the inspiration behind this...

Before we begin, you must understand the concept that underlies this book. In today's society, I believe we have experienced two major shifts that have almost completely revolutionized the entire business landscape. The first and most...

If there's one problem in all advertising and marketing, it is the sheer fact that there is too much competition out there. Everything just seems to look like everything else. If one copies another company let alone another company's promotion, it...

A recently understood segment of marketing is the immense power behind the product category. Often, many businesses build their entire marketing strategy around a particular brand and its better qualities within a currently known product category,...

So, if you're following the commandments, you should now have a unique name, possibly a tagline, and established yourself as the first or leader in your unique category. What about the service or product you offer? Do you offer an extraordinary...

The most common mistake newcomers to business make is to think that by expanding their portfolio they will secure more business. Conversely, they think that by narrowing their market they will also narrow their chances of getting more business. In...

Core expansion is far different than extension. Extension is often referred to as franchising, licensing, line extension, or branching out -- also known as conglomerating. In this context, I am referring to expansion by division. If you're a...

A mistake businesspeople often make is when they try to sell their company directly in every communication they produce. (I'm referring to the idea that they try to sell their company as being merely open for business, also called "institutional...