The Michel Fortin Blog

After reading and re-reading the latest FTC guidelines, I've come to some important conclusions that I want to share with you. Particularly as they relate to testimonials. Last night, my good friend and top copywriter John Carlton called me up,...

Recently, I held three rarely given teleseminars -- two with Gary Halbert and one with John Carlton. These men are undeniably two of the world's most in-demand copywriters. Each interview lasted for two hours, for a total of six. Both Gary and...

Sad day. I'm speechless. In case you haven't heard, the infamous Gary Halbert, the Alpha Shitweasel, the Prince of Print, died in his sleep on Easter Sunday. All I can say is, the copywriting world has lost one of its biggest icons. There will...

Some people have asked what Web 2.0 tools do I use. Now, that question is two-sided. One is, what tools do I use with my copy? And the answer is, "not many." I do use a few, and I'm testing a lot more, too. Other than video and graphics, such as...

After my last article on viral marketing, some emailed me wanting more information about how to create the perception of uniqueness. Let me give you a few tips, largely based on the "Law Of Leadership," one of The 22 Immutable Laws of Marketing...

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...

Michel: The second law will never believe anything at first. And the third law is people will never do anything at first. So the three steps, I call it the three P's. Pull them in, prove your case, push them back. And copy, when you should pull them...

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...

John: First in the men's room down the hall, it was just hilarious. I folded up my, I closed up my briefcase and I thought well, we're not going to get anything done today and Albert, you know, bless his soul, stood up, pushed the secretaries gently...