The Michel Fortin Blog

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...

The competent advertising man must understand psychology. The more he knows about it the better. He must learn that certain effects lead to certain reactions, and use that knowledge to increase results and avoid mistakes. Human nature is...

The difference between advertising and personal salesmanship lies largely in personal contact. The salesman is there to demand attention. He cannot be ignored. The advertisement can be ignored. But the salesman wastes much of his time on prospects...

Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising. Ads say in effect, "Buy my...

Have you ever picked up a book off the shelf at a local bookstore, read the front and back covers, opened it up and, after reading a few pages, just couldn't put it down? Do you remember, after buying the book, how you flipped each page with an...