The Michel Fortin Blog

The world is changing today so fast it's really hard to keep up. Just a few years ago pretty much everybody worked for someone else. For most, it was the smart thing to do. Safe, secure, benefits -- the whole bit. How things change. Today,...

What's the single, most important element in copywriting? Let me say it another way. You've done your research. You found a starving market. Your product fills a need. And your sales copy shines with benefits. If everything is so perfect, then...

An interesting thing is happening lately, and it's giving me a lot of fodder. I wanted to share a few opinions with you. First off, as you know I love predictions and making some of my own. For example, I wrote a controversial white paper several...

I wrote this article way back in 1998. It seems to have made a resurgence, especially with today's economy. So I said to myself, "Why not republish it?" So here it is. Enjoy! If there is something about which I'm pretty adamant, it's the idea of...

Organic traffic is a fantastic source of visitors that's often ignored by many marketers. Search engines change all the time and many of them now charge for the privilege of including your website. So, people often ask me how to generate traffic,...

In an earlier blog post, I talked about the fact that lately I've been leaning a lot more towards testing the reduction in bottlenecks. Some of the results are staggering! In short, the more I increase the sense of security and trust, better...

I once took a media communications course in which I discovered an interesting example of the way the mind works. I soon realized how this applies to copywriting as well. As part of a given lesson, they showed a videotape of a televised newscast...

The other day, one of my readers asked me the following question, which I found rather interesting: "Why should the author of a product be included in their sales copy?" Seems like a pretty redundant question, right? Especially to any veteran...

In practically every major marketing teaching, course, or seminar I've come across, I have found that almost all successful marketing on the Internet really boils down to two essential factors: traffic and conversion. Simply put, visitors and...