The Michel Fortin Blog

The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct method of procedure...

Gary: Your wife has triplets. Now somebody comes up to you and explains, tells you your wife has triplets. Is there any way that that piece of information could be transmitted to you in a way that wouldn't be of interest to you? I mean, if they use...

Michel Fortin: Well, let's just do a little quick check here. Um, Gary, are you on the line? Gary Halbert: Listen, if you people would stop slurring my reputation. Michel: Oh, there we go. Let me just mute this phone right now. We are in...

John: This, this, this thing going on and, you know, it digs deep and the reason it, the reason we don't understand when, until you get into classic salesmanship, you may not understand those, those kinds of benefits, is because we have this...

Michel: Yeah, doctors all ****. The question is what are those pills? Actually I can rep those weights 30 times and there is such a pill, but I didn't get it from a Haitian woman. But I was just illustrating the correctness that, that people have...

Gary: No, I trained him. Actually, that's not true. I did train him but he was really good by the time he got to me. Michel: Well, this is an important question because as we do, Gary, and as many of the people who do write good copy do, is that...

Gary: I want you to imagine that an ad was written by me. I mean it was just a brilliant ad... a brilliant headline... a brilliant copy. It just flowed, etc. and it was about knitting machines. Now, I am guessing that most of the people on this...

Michel Fortin: Gary you on? Gary: Let's roll. Michel: Hey, Gary, welcome. Well folks, we're gonna have a great call tonight. I think it's going to be one of the calls that I would do, I'd be on if I was just an asserting copywriter because...