Today I’m so pleased to have an old friend on the show who has branched out beyond direct-response copywriting. In the early 2000s, Michel Fortin was a living legend who wrote the first online sales letter that brought in $1 million in sales in one day.
I am forever grateful to Michel for being my presentation partner in my famous 2005 Las Vegas Breakthrough Copywriting seminar. We also took the stage together a few years later at Harv Eker’s Marketing Event, and we sold somewhere in the neighborhood of $100,000 worth of products during our presentation.
A number of things happened later, and not all of them good for Michel. But he took his career in a different direction, and today he’s an expert in SEO copywriting, which means optimizing your copy for the search engines. You have to understand that everything Michel has to tell you today can make you a lot of money, if you listen and act on what he says.
1. Michel, 15-20 years ago, you were a renowned direct-response copywriter, and a highly revered partner of mine in the two presentations, which I just mentioned in the intro. You still are, in my mind. But fast-forward to 2020, over the past decade, fate took your career in a different direction. Could you tell us about that?
2. Let’s talk about SEO copywriting. What is it these days, and how does it work?
3. Could you drill down to how you use SEO copywriting for traffic, and for conversion?
4. I know this is ignorant and prejudiced, but I always thought that SEO copywriting meant stuffing as many keywords into your copy, to the point where it draws a lot of traffic but where it is barely readable. Please adjust my attitude and give us some tips on how people who have not reached your level of expertise can use SEO copywriting methods..
5. What’s counterintuitive about SEO, CRO and UXO? That is, what works that you wouldn’t expect, and what doesn’t work that you think shouldn’t work?
6. As time moves forward, how do you think SEO copywriting will evolve?


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