The Michel Fortin Blog

The “Google Slap.” You’ve heard of it. You were probably affected by it. Essentially, Google, the world’s largest search engine, recently penalized a whole bunch of sites because they, too, judged them to be of poor quality. Either they...

This another phase of advertising which all of us have to consider. It enters, or should enter, into all campaigns. Every business man receives a large number of circular letters. Most of them go direct to the waste basket. But he acts on others,...

To attack a rival is never good advertising. Don't point out others' faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty. If you abhor knockers, always appear a good...

Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete. If you watch returns, you will find that certain claims appeal far more than others. But in usual lines a number of claims appeal to a large...

Michel Fortin: Gary you on? Gary: Let's roll. Michel: Hey, Gary, welcome. Well folks, we're gonna have a great call tonight. I think it's going to be one of the calls that I would do, I'd be on if I was just an asserting copywriter because...

Copy is all about words. Or is it? Copy is about using words to describe the benefits of your offer. About using words to paint vivid mental imagery. About using words to stir the senses, press all the "hot buttons" and push the reader to take some...

A significant reason behind most floundering websites is the lack of a response-driven message -- an effective one that gets people to do something, even if it's to keep reading. A direct response message is not just about response. It's...