Here's an archive of blog posts I've shared since 1999, including articles, interviews, books, and news. Topics include marketing, digital marketing, copywriting, communications, and business.

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doctor, op, medical

No Product? Start With Bypass Surgery

February 26, 2007

(You're in for a real treat. In this post, I'm publishing an answer I gave to one of my coaching clients, in which I describe one of my moneymaking strategies. I won't do this often. So sit back and get ready to take notes.)

Some people, however, wanted a “taste” of what kind of answers I give. Fair question. So I've decided to reprint an answer from a question I received the other day from a coaching student.

Question: “Michel, I don't have a proven product, and I don't have my own list. What should I do?”

Answer: Your best bet is to start where a product and market exist — and not try to reinvent the wheel right out of the gates.…

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coins, pennies, money

How To Make Money With Blogs

February 24, 2007

John Chow recently posted a call to moneymaking British-Columbia bloggers for a newspaper interview in his province. (Too bad it's not about Canadian bloggers, since I'm in Ottawa, Ontario, and I would have loved the extra publicity).

Nevertheless, this is an interesting topic I wanted to cover in this blog because a lot of people are asking about it. In fact, we discussed it on a call with Clayton Makepeace, entitled “Blogging For Dollars.” People raved so much about the call that they've begged Clayton for a second one. (And yes, by popular demand, we're doing one in March, so stay tuned!)…

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Why Do I Blog? -

Why Do I Blog?

February 12, 2007

Looks like I've been tagged again.

Apparently, Mike Sansone of ConverStations started the new tagging trend, titled, “Why do I blog?” Ryan Healy then added me to this list.

I've been tagged in the past, and this is something I really like. Why? Because it not only allows us to “peek” inside the minds of bloggers. It also gives us a great deal of insight into why blogs are so popular — and how they can be used as marketing tools.

So, to that end, here are my answers:

1. I blog because blogging, as a platform, is a perfect content delivery system.…

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universe, hole, space

Avoid Getting Sucked In… And Sucked Dry

February 9, 2007

What is it with people lately?

Browbeating, bashing, and bullyragging. Flames, stains, and blames. Put downs, let downs and showdowns. On forums, blogs, and social networking sites.

Sure, I understand people are fed up with scam artists and snake oil salesmen. And sure, I also believe we need firebrands and rebels. Each one helps to keep the other side in line.

I love good debates. They're not only intellectually stimulating, but also they help instigate change, or give others the impetus on how to deal with it. I always love a good argument, when that argument is based on fact and substance.…

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Taking Care of Business -

Taking Care of Business

February 3, 2007

Just a quick little post to let you know what's going on. First of all, I had a blast this week. Here's the scoop.

For one, my wife Sylvie has just completed her final of eight chemo sessions last Thursday. It's been a really tough five months, but thankfully, we're done. There's a bit of a break before radiation treatments start.

But for now, it's a huge relief and a much-needed break.

The toughest part of it all is, chemo truly knocks the wind out of Sylvie for a few days afterwards. Aside from the common side-effects of nausea, exhaustion, bone pain and hairloss, Sylvie also often complains of “chemo brain.”…

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web, blue, branches

Are Headlines Tangling Your Readers?

February 1, 2007

I'm up for a challenge.

Just recently, my friend and SEO blogging expert Andy Beard posted an article about an interesting case study.

After simply rewording the headline of a blog post, John Wesley literally multiplied his traffic to one of his blog posts by 10 times.

With the same post!

In other words, nothing was changed except for the headline. The article was exactly the same, word for word. But by changing the headline slightly, the blog post drew a ton of traffic, particularly from social networking sites.

Well, now's your chance to have me do the same thing for you — and learn a thing or two, too.…

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conference, question mark, question

Productivity 2.0

January 31, 2007

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 using and, which are the most popular but not really important when you have your own dedicated server like I do, there are some tools to allow my websites to be a little more interactive.

(If you remember from my report, The Death of The Salesletter,” I talk about the rise in “samplification.”…

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cups, prizes, trophy

Be The First, Not The Best!

January 30, 2007

After my last article on viral marketing, some emailed me wanting more information about how to create the perception of uniqueness.

Let me give you a few tips, largely based on the “Law Of Leadership,” one of The 22 Immutable Laws of Marketing from my two favorite mentors, Jack Trout and Al Ries.

The law simply states that it's better to be the first in your market or product category than it is to be the best in one.

Often, many businesses build their entire marketing strategy around a particular brand and its “better” qualities. Claiming superiority smacks of being untrue and is often a very risky endeavor.…

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latte, strawberry, the drink

A Low-Tech Way To Boost Response

January 20, 2007

Some people have asked me to give a few tips and tricks they can start using right away to apply some of the strategies I wrote about in my “Death of the Salesletter” report, without resorting to audio or video, or fancy scripts.

Aside from the various technology you can start applying to make your sales experience more dynamic, there are some very simple things you can do to your salesletter, right now, to improve its readership. And ultimately, its response.

It's easy, it's fast, and it's proven to increase results.

It's adding pictures, photos, clipart, and content-relevant graphics to your salesletters.…

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Slapping Salesletters Together Slaps Back -

Slapping Salesletters Together Slaps Back

January 10, 2007

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 I'll save it for another time.)

But to summarize, while salesletters in principle are not dying — I've chosen “Death of the Salesletter” as a title to get people to read the report, among other things — and long copy is here to stay, the delivery mechanism is indeed slowly being replaced. (Granted, we still have a way to go, yet.)…

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Strategic marketing consultant Michel Fortin