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About Michel Fortin

Michel Fortin is a direct response copywriter and consultant dedicated to turning sales messages into powerful magnets. Get a free copy of his book, "The 10 Commandments of Power Positioning," when you subscribe to his free monthly ezine, "The Profit Pill." See http://SuccessDoctor.com/ now!
Publish Now or Perish Later

Strangely, after it has proven itself to be a leading marketing tool, ezine publishing is still one of the most underutilized online business building methods. Beyond the fact that it is efficient and cost-effective, the intimacy of email provides ecommerce merchants with an extraordinary advantage over offline, more traditional forms of marketing communications.

Ready Aim Did I Say “Aim”?

If your web-based business solves a specific problem, then your chances of online success are good — this is not a facetious statement because you’d be surprised to know how many businesses go online with no clear objective whatsoever. But in order to increase those chances, an immensely important step in marketing effectively online is required — targeting.

Tests, Trials And Triumphs
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The Internet offers a lot of opportunity — mainly consisting of three areas: The opportunity to make money, save money and test. But it has been my experience that a lot of people seem to focus on the first one alone. They want to make a lot of money with the web. Admittedly, it is possible (I’ve encountered a few Internet millionaires and some of them are very young).

How To Infest The ‘Net

People are slowly recognizing the importance if not the necessity of using viral marketing in their online marketing campaigns. Therefore, I’d like to offer a few examples to help you in your efforts.

Learn Your Way To Greater Profits

I find it interesting that teleclasses and online seminars are increasing in fervor these days. Aside from the savings such courses incur (over traditional classrooms and board rooms), there are many other benefits for organizations. Some include increased speed, control and automation of content delivery.

How To “Elevate” Your Visitors

The importance of creating a persuasive opening statement on your website’s index page (in the section called “above the fold,” which is the top section of your website’s front page, without any scrolling), is increasingly higher these days.

Marketing With a Lead Generation Sonar

A common mistake online businesses make is when they attempt to market their company, web site or product through institutional marketing methods. Institutional or conventional marketing is the kind that simply says “I’m open for business.” It really doesn’t do much. In essence, it simply advertises the mere existence of a business or web site — it does not direct its audience in a clear, specific and succinct way to take some kind of action.

The Number One Reason For a Web Presence

Someone once asked in the Marketing Challenge Private Site’s discussion forums, “What’s the number one reason a business should have a web presence?” This is a fascinating question because, very often, many businesses (particularly with those I’ve consulted in my practice) have no clue as to why they are online. Yes, it is a new medium that’s affordable, more effective and wrought with opportunity — especially for smaller businesses.

Quick Copy Critique Cases

Here are two short copy critique transcripts taken from questions I’ve answered over the years. Of course, my Power Prescription critique consultations are much longer than these, but at least you get a bit of a flavor of the type of answers I give (and maybe learn a thing or two).

Publicity-Producing Posts Pull People

Search engines change all the time, and many of them now charge for the privilege of including your website. So, people often ask me how to gain traffic, beyond search engines and with little to no cost. There are two methods that I’ve used consistently to attract thousands of hits to my website at virtually no cost.

Visitors Are Not Created Equal

Last week’s editorial about good customer service, especially online, brought quite a few comments from you. Some were good. Some were bad. While the good praised the efforts of those companies offering superior service, some were critical.

Don’t Leave Them Standing in Their Tracks

While it is immensely important to create an abundance of website traffic, tracking and analyzing your website circulation is of equal importance. All astute marketers understand this concept and love tracking to a fault.

Slant Your Site to Supercharge Your Sales

Do you know from which angle your visitors are coming?

To Brand or Not to Brand?

The shift that marketers are making from institutional marketing to what I call “directional” marketing is a rather interesting one. While the most notable reason is the fact that the Internet expands one’s target market and increases the sales potential, more often than not it is also the fact that it is arguably more cost-efficient than any other medium.

What’s Your Visitor’s UPA?

One of my students made me realize something important.

In fact, his point was so well made because he drove it home using the very idea he was illustrating. While his comment was general in nature, I realized how beautifully it applied to copy … Particularly web copy.

Mastering Narrow Marketing-Mindedness

Without question, people are getting more and more tired if not annoyed of searching through mountains of irrelevant search results. Today. we are bombarded with so much information that the Internet, which is supposed to simplify our lives, is doing the converse. On the other hand, niche-based portals (i.e., vertical portals or “vortals”) promise to save the day.

How to Write Carrot-Wielding Copy!

A significant reason behind websites that fail is the lack of an effective direct response sales message. Such a message is comprised of three elements: it must be 1) captivating (it captures the reader’s attention), 2) riveting (it pulls her into reading further) and 3) engaging (it calls her to act).

Not What You Say But How You Say it

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 kind of action.

My Eight-Step Formula for Writing Long Copy

A lot of people ask me how I write copy. Of course, there’s way too much information to squeeze into one article. But I can offer you a basic look at my methodology by giving you a short list of the eight steps that I take.

Headlines That Pull, Persuade and Propel!

When writing direct response copy, there are a few things that can maximize the responsiveness of your message. The first and most important element that can turn any website, salesletter or ad into an action-generating mechanism is the headline.

How to Capture and Captivate Attention!

One morning, you go into your mailbox and discover there’s an envelope waiting for you. You bring the package into your living room, tear open the envelope, pull out what’s inside, put on your reading glasses (if you wear any), unfold the letter and begin to read the contents.

The Biggest Mistake Copywriters Make

Most of the sales pieces people ask me to rewrite seem to offer great products and services. In fact, some of their offers are so good, prospects would be crazy to turn them down. But they do. And these sales pieces end up falling in my lap because they’re desperately unproductive.

How to Build Sales With Extended Benefits

An area that can become profitable for many businesses in building the offer within sales copy is selling (or “upselling” customers with) extended services, products or packages, also often called the “extended warranty.”

Successful Direct Email Marketing
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Email is certainly an important aspect of marketing on the web. But a single email is never enough — and in fact can be more costly down the road. Like all marketing messages, it takes repetition in order to get people to first absorb the message, understand it and then take action. Naturally, some people will immediately respond while others need to see the message more than once before they even think about responding to the offer.