The Michel Fortin Blog

I was recently interviewed by a print magazine about how I started my business. In it, I offered several tips and ideas on how to carve a niche in the marketplace that I personally applied. I realized some of these tips were particularly...

In the competitive marketplace of the new millennium, the demand for specialized products or services will increase. If your site sells everything or to everyone, chances are that your audience will not perceive any greater value in shopping from...

The 10 Commandments of Power Positioning: Magical Marketing Strategies for Creating an Endless Stream of New, Repeat, and Referral Business is Michel Fortin's ebook that brings together the art of positioning with the science of direct...

Throughout my research, I'm always surprised when I stumble onto websites that are professionally designed and seem to offer great products and services, but lack or fail in certain important elements. Elements that, with just a few short...

I often get made fun of for this, but one of my favorite movies of all time is "Signs," directed by M. Night Shyamalan. Why do I like it so much? Probably because it shares many characteristics with Alfred Hitchcock films. (Hitchcock is my...

The most important part of your copy is not your headline, not your offer and certainly not your benefits. The most important part is your customer. In the last few weeks, I've been critiquing some pretty good copy. Very well-written and...

Here's a reprint of an answer I gave a student in another forum who asked: "Long copy? Or short copy?" 1. Long copy versus short copy has been the single greatest debate since the beginning of the printing press. But long copy always...