The Michel Fortin Blog

Some people have asked what Web 2.0 tools do I use. Now, that question is two-sided. One is, what tools do I use with my copy? And the answer is, "not many." I do use a few, and I'm testing a lot more, too. Other than video and graphics, such as...

My 50-page report last week created quite a stir. Some people who did not read it may have misunderstood my point. However, I'm not going to make another blog post dedicated to the growing popularity of online audio or video. (I probably will, but...

“If you only have time for one clue this year, this is the one to get: We are not seats or eyeballs or end-users or consumers. We are human beings — and our reach exceeds your grasp. Deal with it.” — From “The Cluetrain Manifesto,”...

So what exactly is Web 2.0? I’m not an analyst or some dotcom pundit. But being online since 1991 (or since 1982 if you consider bulletin board services), I’ve witnessed enough to have a good grasp of what’s going on. So here’s my...

The next question is, what does Web 2.0 have to do with salesletters, if anything? And how does it affect them? For marketers, Web 2.0 presents a number of new opportunities and avenues that allow more interaction. More specifically, tools...

Nowadays, it’s no longer a choice between the A and B piles. It’s no longer a choice between hundreds of stations or channels. It’s a choice between millions if not billions of options called “websites.” But there’s something...

Video is said to be Web 2.0’s killer app. But is it video itself? Not really. It’s interactivity. Video engages all the senses. Ample split-tests show that the more you engage the user’s senses, the greater the response. When I used to...

People have different buyer personality styles. In fact, according to behavioral science, there are four: drivers, analyticals, amiables and expressives. Sometimes, they are labeled differently, but they are nevertheless the same. For example,...

With “user-driven copy,” the fact is, people can choose what they want, how they want it and when they want it. And that is what’s working really well right now, not because it’s new but because it’s natural. The progression of the web...