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...

In the second commandment, you learned that you should be the leader in your category or in your unique area of expertise. Now you need to be known as such. And one of the most effective ways to do this is through publicity. I met a fellow once...

Some of the tests results I love to follow are those from The Poynter Institute. Their eyetracking studies are some of the largest ever conducted in this space. While their tests are primarily done for, and funded by, major newspapers, their...

They say that the headline is the most important part of your online copy. But your deck and lead copy are just as important. These often make up the the section called "above the fold," which is the topmost section of your website's page, without...

A lot of people ask me how I write copy. I don't mean the content-writing process (such as how I come up with headlines, bullets, offers, etc), but how I tackle the actual task of composing a new salesletter from scratch. Everyone is different....

I'm up for a challenge. Just recently, my friend and SEO blogging expert Andy Beard posted an article about an interesting case study. After simply rewording the headline of a blog post, John Wesley literally multiplied his traffic to one of...

Some people have asked me to give a few tips and tricks they can start using right away to apply some of the strategies I wrote about in my "Death of the Salesletter" report, without resorting to audio or video, or fancy scripts. Aside from the...

This another phase of advertising which all of us have to consider. It enters, or should enter, into all campaigns. Every business man receives a large number of circular letters. Most of them go direct to the waste basket. But he acts on others,...

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...