The Michel Fortin Blog

The difference between good copy and great copy are in the results achieved. In direct response specifically, results are based on the number of actions the copy generates. The more actions the copy drives, the greater the copy is. My friend...

If you have been living under a rock in the past few weeks, then you might have missed one of the biggest kerfuffles in Internet history. Or so it seems. No, I'm not talking about the contested elections in Iran. I'm talking about the recent...

I'm going to tell you why long copy is here to stay, no matter what Michel Fortin and John Reese tell you. And when it comes to guys who keep their ear to the ground and their eyes on the numbers (and test results), no one has my greater respect...

First off, this post is in no way comprehensive. There are many different ways to monetize your blog. Of course, there's selling ad space on your blog, such as through the use of pay-per-click networks like Google AdSense -- which is the most...

If you've read my report, The Death of The Salesletter, then you know that many of my "predictions" (I'm using quotes for a reason) were based on actual test results. Many of them were made by, or done based on tests from, John...

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...

“If you only have time for one clue this year, this is the one to get: We are not seats or eyeballs or end-users or consumers. We are human beings — and our reach exceeds your grasp. Deal with it.” — From “The Cluetrain Manifesto,”...

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...