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

After com­plet­ing all of these steps, you then quickly glance at the let­ter to decide if the let­ter is worth reading.

If not, you throw it in the garbage.

But if the enve­lope looks like junk mail, there’s copy on the enve­lope and it screams “hype,” or the printed address label just says “dear occu­pant” as the addressee, chances are you won’t even think about open­ing it and you’ll just throw it away.

How­ever, let’s say the enve­lope works, curios­ity takes over, and the let­ter does get opened at this point. Once unfolded, though, if it looks like some kind of sales pitch at first glance, not even a sin­gle word will likely be read. So into the round file it goes!

Your web­site is the enve­lope. What does it say about you?

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If you’ve spent much time at all here, you’ll know Michel’s a fanat­i­cal tester. But he’s not alone in his pas­sion for quan­tifi­able results.

For instance our friend Alex Man­doss­ian preaches to any­one with ears to hear that, “Noth­ing is true or false, but test­ing makes it so.”

(Hope I got that right, Alex.)

That’s so impor­tant. Because while copy always has been and always will be indis­pens­able in sell­ing — espe­cially on the web — any copy­writer who thinks words alone are enough is doing his clients a huge disservice.

At Suc­cess Doc­tor we’re pas­sion­ate about copy, but we also rec­og­nize words have lim­i­ta­tions. When you tune your copywriter’s radar into mar­kets that value test­ing, you’ll quickly dis­cover — it’s the most com­pet­i­tive mar­kets that place the great­est pre­mium on test­ing over “gut” feeling.

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The lifeblood of your busi­ness is your list of cus­tomers and prospects. Wouldn’t it be great to grow it faster?

Accord­ing to the Inter­net Mar­ket­ing Center’s 2006 sur­vey, online adver­tis­ers are cap­tur­ing con­tact infor­ma­tion from an aver­age of between 5% and 10% of the peo­ple who visit their web­sites, and of those, only 1% to 2% become pay­ing customers.

That SUCKS!

How would you like to uncover a lit­tle known way to do 4 to 7 times bet­ter… with­out hav­ing to attract a sin­gle addi­tional vis­i­tor to your website?

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Ralph Zuran­ski: Hi, this is Ralph Zuran­ski. I’m on the phone with Michel Fortin. He’s one of the lead­ing copy­writ­ers in the world today. He is so suc­cess­ful in his writ­ing that he’s helped a num­ber of the Inter­net mar­keters achieve $1 mil­lion dol­lar days in sales.

He has been at a num­ber of the Inter­net con­fer­ences. Michel Fortin knows more about copy­writ­ing and test­ing copy than any­body that I’ve ever met.

I think that’s one of the rea­sons why he’s such a great teacher and also such a great copy­writer. He tests every aspect of copy­writ­ing to find out what works. I know that most of the time, on any of the copy­writ­ing pieces that he cre­ates, he has four or five tests that all run simul­ta­ne­ously… the color, the fonts, the place­ment of images.

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