The Michel Fortin Blog

Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that's the way to answer them -- not by arguments around a table. Go to the court of last resort -- the buyers of your product. On every new project there...

Most advertisers are confronted with the problem of getting distribution. National advertising is unthinkable without that. A venture cannot be profitable if nine in ten of the converts fail to find the goods. To force dealers to stock by...

The product itself should be its own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it. That being so, samples are of prime importance. However expensive, they usually form the...

Pictures in advertising are very expensive. Not in cost of good art work alone, but in the cost of space. From one-third to one-half of an advertising campaign is often staked on the power of the pictures. Anything expensive must be effective, else...

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...

Ryan Healy, a talented copywriter whose blog I love reading, recently said that copywriters shouldn't be cheap, especially when they start out. It's a powerful notion, because many beginning copywriters believe that being cheap will get them more...