Michel Fortin: No, I think if you want to look at optimism in the best way is to look at it as an educational process. Learning is part of it… sitting down with people, talking with them, spending time with them, reading books, spending your time on learning as much as you possibly can.

You will be able to go down the right road. Fast or slow doesn’t matter and that’s not optimism. That’s just being. That’s just following your conscience. That’s just being a realist. It’s not being a pessimist. It’s not being optimist. It’s probably an optimal point of looking at it, an optimal point or way to look at things, but it’s not necessarily optimistic.

Ralph Zuranski: Do you think it takes courage to pursue new ideas?

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Michel Fortin: People have egos and it’s normal and it’s natural and we all have things that are near and dear to every single person. People will fight for what their egos tell them that they need to fight for.

I’m a very humble person. I always like to take the low road. I do like the approval. I do like the limelight. But, if I feel that somebody else can take it for me, if I feel that if there is something that I can do, that it takes away from me, but it makes somebody else’s life better, I will do that. That’s a really hard lesson to learn in humility.

Whenever you look at, for example, some of the discussion boards that I’m participating in, sometimes you get these really fierce battles. And there was a couple of times when people actually were against some of the things that I’ve either actually said or had done.

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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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“I conceive that pleasures are to be avoided if greater pains be the consequence, and pains to be coveted that will terminate in greater pleasures.”
– Michel Eyquem de Montaigne (Circa 1500)

Remember that it’s not your goals that really count but how you live your life according to what’s important to you. If you feel you can not incorporate this system with your current job or other responsibilities, you should first try it out.

You might find out that your job is indeed part of your priorities or that it doesn’t mean anything at all to you. If the first is true, then you will have a greater zest and love for what you do. However, if the second is true, then start looking for something you love or would love to do.

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“I practiced the art of getting more things done rather than getting the really important things done well.”
– Alec MacKenzie

“We can no more afford to spend major time on minor things than we can to spend minor time on major things.”
– Jim Rohn

Now is the time to set your GOALs. Your “guides” are goals that will most likely stem from your personal values because, having gone through the process so far, you will have a pretty good idea of what kind of goals you truly want. Take a new sheet of paper and write at the top the words “My Guides.” Then, write down what you want to be, do, or have.

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“The most important things in life aren’t things.”
– Francis the Talking Mule

“One of the symptoms of an approaching nervous breakdown is the belief that one’s work is terribly important.”
– Bertrand Russell

“Often people attempt to live their lives backwards: they try to have more things, or more money, in order to do more of what they want to they will be happier. The way it actually works is the reverse. You must first be who you really are, then do what you need to do, to have what you want.”
– Margaret Young

First, take a sheet of paper and write at the top “My Values.” Start by listing your top ten values. Ask yourself what kind of feeling, value, or personal meaning you would like in your life right now. What are your innermost convictions? What do your really value in life? What are you truly passionate about? What are your core desires?

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“Unless you live consistent with your deepest values, you’ll achieve but still lack the ultimate fulfillment you truly deserve.”
– Anthony Robbins

“The secret to success and happiness is to translate your values into everyday life.”
– Hyrum Smith

Everybody has a set of deep core values that governs a person’s actions and a person can never ignore his core values. When confronted with emergencies, pressure, important decisions, or challenging situations, the actions he invariably takes will directly stem from his personal set of values.

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