The Michel Fortin Blog

Need help with your sales copy or marketing strategy? About to launch a product or promotion, but unsure if it will work? Or simply wish you could pick my brains for an hour? (And want to pitch in for a great cause at the same time?) Well, for...

I covered headlines many times already. You can find posts about headlines here. But here are some additional tips. There are two huge mistakes people make when they write headlines. Either they are too bland and don't say enough (such as when...

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...

A recent study found that 65% of online shoppers are "window shoppers," and take on average up to 33 hours to make a purchase -- often over security concerns. Some interesting findings show that most people who abandon their shopping carts don't...

A disgruntled, aspiring copywriter wrote me demanding clarifications. He believes most copywriters lie and exaggerate their claims of wealth. Let's call him "Chuck." I understand where Chuck is coming from. Because I've been where he is. So I...

Back in late 2006, what started out as a New Year's series of predictions of sorts ostensibly became one of the most downloaded, most controversial, and most talked about documents in the history of my career. It was in keeping with that annual...

I used to teach marketing and selling at a local college here in Ottawa. And one of the things I used to help teach with -- I also use them all the time when I want to learn and remember new things, too -- was mnemonics. Mnemonics are tools or...

If you've been a student of marketing for some time, then I'm sure you've heard of the saying: "People don’t want to buy a quarter-inch drill, they want a quarter-inch hole." That quote by Theodore Levitt is probably one of the most quoted...

One of the most popular threads on my now defunct discussion forum for copywriters was one started by my friend Dean Jackson. If you don't know Dean Jackson, he is a Torontonian, a real estate mogul, an information marketing millionaire (author...