The Michel Fortin Blog

“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...

Online video has exploded. But it’s more than just the demand for video. It’s interactivity. Videos offer sight and sound, but online they also offer touch since they have controls like “play,” “pause,” “fast-forward,” etc. When...

With “user-driven copy,” the fact is, people can choose what they want, how they want it and when they want it. And that is what’s working really well right now, not because it’s new but because it’s natural. The progression of the web...

The “Google Slap.” You’ve heard of it. You were probably affected by it. Essentially, Google, the world’s largest search engine, recently penalized a whole bunch of sites because they, too, judged them to be of poor quality. Either they...

A spin doctor is a person, mostly politicians and public relations firms, who attempt to do damage control by downplaying something truly negative. They try to put a positive "spin" on something unfavorable. Are copywriters spin doctors?...

An interesting discussion is going on in one of my favorite online forums, The Warriors Forum, about short copy winning over long copy. And the author of the thread cited a study he conducted, where he proved that shorter copy won over long...