The Michel Fortin Blog

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,...

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,...

A student, who is an upcoming copywriter, recently asked where he could find clients willing to pay higher rates for his skills. Having built a client base through networking on Internet forums geared towards start-up business owners, he now...

The FTC finally published its revisions to the 1980 testimonial and endorsement rules. Some bloggers, copywriters, and marketers, even lawyers, have talked about this, sometimes a lot more eloquently than me. It's obvious the FTC's intent is to...

Dan Kennedy often says clunky copy outsells clean copy. I somewhat agree with him, but not all the time. In fact, clunkiness can work against you. And a recent university study proves this. People have a tendency to forge not only a lasting...

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...

I test constantly in an effort to boost my response rates. So it's no wonder why some people have asked me about multivariate testing. Specifically, they want to know what is it, how does it work, and what's "Taguchi." First of all, Taguchi is...

When writing direct response copy, a few things can maximize the responsiveness of your message. The first and most important element that can turn any website, salesletter, or advertisement into an action-generating mechanism is, without question,...

If you played video arcade games in the late 80's or early 90's, you might remember Zero Wing -- a game in which a battle takes place in the year 2101, where you must defend the planet Earth from an alien invasion. Zero Wing may have been a...