The Michel Fortin Blog

Back in late 2006, what started out as a New Year's series of predictions of sorts ostensibly became one of the most downloaded, most controversial, and most talked about documents in the history of my career. It was in keeping with that annual...

“If you only have time for one clue this year, this is the one to get: We are not seats or eyeballs or end-users or consumers. We are human beings — and our reach exceeds your grasp. Deal with it.” — From “The Cluetrain Manifesto,”...

So what exactly is Web 2.0? I’m not an analyst or some dotcom pundit. But being online since 1991 (or since 1982 if you consider bulletin board services), I’ve witnessed enough to have a good grasp of what’s going on. So here’s my...

The next question is, what does Web 2.0 have to do with salesletters, if anything? And how does it affect them? For marketers, Web 2.0 presents a number of new opportunities and avenues that allow more interaction. More specifically, tools...

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,...