Blog and Resources

Here's an archive of posts (dating back to 1999). Topics include SEO, copywriting, marketing, productivityinterviews, books, and videos from time to time. I also post a few SEO audits, too. To be notified when I post more, subscribe to my newsletter below.

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Disillusioned Copywriter Demands The Truth 1 |

Disillusioned Copywriter Demands The Truth

An aspiring copywriter wrote me expressing his vexation after I introduced “billion-dollar copywriter” Clayton Makepeace. He believes most copywriters lie and exaggerate their claims of wealth.…
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Interview on SEO Copywriting by David Jenyns 3 | seo copywriting

Interview on SEO Copywriting by David Jenyns

Years ago, sciatica made it painful for me to write. Interviews were easier. One of them, David Jenyns of the SEO Method, interviewed me about SEO copywriting.
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You Ought To Be In Pictures 5 |

You Ought To Be In Pictures

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 during which a journalist was about to give a live report on a forest fire devastating the mid-west.…
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Multivariate Testing Explained... For Dummies 7 |

Multivariate Testing Explained… For Dummies

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.”…
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The Death of The Salesletter 9 | death of the salesletter

The Death of The Salesletter

In 2006, I predicted the death of the salesletter (long-scrolling direct response) and the birth of an interactive, content-driven model. Turns out I was right.
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labyrinth, freedom, orientation

Can Readers Crack Your Code?

“Marketing is no longer about the stuff that you make, but about the stories you tell.”— Seth Godin I used to teach marketing and selling part-time at a local college. I often lectured on the power of storytelling in communications.…
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Your Reader Wants To Know These 5 Things 11 |

Your Reader Wants To Know These 5 Things

The other day, one of my readers asked me the following question, which I found rather interesting: “Why should the author of a product be included in their sales copy?” Seems like a pretty redundant question, right?…
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Headlines That Pull, Persuade, And Propel! 13 |

Headlines That Pull, Persuade, And Propel!

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, the headline.…
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school, study, learn

Remember These 5 Copywriting Formulas

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.…
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Michel Fortin Marketing Consultant