The Michel Fortin Blog

In The Death of The Salesletter, I talked about hiding content so it could open up based on a user's actions and thereby personalizing the salesletter, dynamically, on the fly. You can hide content on the same sales page, making the page look...

As with static websites, the success of a blog depends on attracting a steady stream of new and return traffic. The difference is, blog promotion tools are slightly different, a bit more diverse, and largely much more effective. Why? Because...

Since the new year is right around the corner, bloggers and marketers alike are posting their predictions as if a psychics convention has come to town. So in keeping with that tradition, I'd like to post a few of my own. But unlike those who post...

The next question is, what does Web 2.0 have to do with salesletters, if anything? And how does it affect them? For marketers, Web 2.0 presents a number of new opportunities and avenues that allow more interaction. More specifically, tools...

Long, scrolling salesletters are dying. It’s a fact. There are two main reasons for this. Remember, I said an evolution and a revolution are currently taking place. And both of these are contributing to the death of the salesletter. The...

Video is said to be Web 2.0’s killer app. But is it video itself? Not really. It’s interactivity. Video engages all the senses. Ample split-tests show that the more you engage the user’s senses, the greater the response. When I used to...

“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...