“You’ve heard of the Seven Deadly Sins … now let Denny Hatch introduce you to the Seven Key Copy Drivers That Make People Act! Successful advertising appeals to the wants and needs of our “hungry hearts” – and he reveals (in juicy language) the reasons why a product or service will uniquely meet those needs. Denny’s book provides not just the how-tos, but also the proven-winner examples. It’s a creative marketer’s treasure trove!”

- Susan K. Jones, professor of marketing at Ferris State University and direct marketing consultant and copywriter, Susan K. Jones & Associates


Twenty-five years ago, Denny Hatch pioneered the study of direct response copy. He started collecting direct mail packages and tracked those that came in over and over again.

Today, the Who’s Mailing What! Archive (www.whosmailingwhat.com) contains pure marketing gold—nearly 1,000 Grand Control mailings in more than 200 categories that were received continuously over three or more consecutive years.

What do these hugely profitable mailings have in common? They rely on the seven key copy drivers:

Fear – Greed – Guilt – Anger
Exclusivity – Salvation – Flattery

These are the emotional hot buttons that make people respond—order goods and services, donate money to charities and send for more information.

“Only Denny Hatch could put together a book like this. “The Secrets of Emotional Hot-Button COPYWRITING” delivers a double-whammy. It’s loaded with creative rules that not only make sense but, as Denny presents them, are easy to implement. And it’s chock-full of examples, some of which most of us have heard about but have never been able to see. Thanks, Denny. We owe you.”

—Herschell Gordon Lewis, copywriter of several long-standing control mailings (such as Omaha Steaks and Red Cooper) and author of “On the Art of Writing Copy” and“Internet Marketing Tips, Tricks, and Tactics”

Filled with over 50 examples and 120 illustrations, “The Secrets of Emotional, Hot-Button COPYWRITING” is must-reading for any marketer involved in:

• Direct mail
• Email
• Catalogs
• Subscription Marketing
• Fund raising
• B-to-B
• Financial Services
• Continuity Series
• Book Publishing
• Insurance
• And more!

100% Money-Back Guarantee

Your order is risk-free. If you are not completely delighted with “The Secrets of Emotional, Hot-Button COPYWRITING,” simply return it within 30 days for a complete credit or refund, no questions asked.

About Denny Hatch

Since 1976, Denny Hatch has been a consultant, copywriter and designer in the field of direct marketing. In 1984, with his wife Peggy, he launched the newsletter, Who’s Mailing What!, which was based on a library of over 200,000 direct mail samples. In 1992, his company was acquired by North American Publishing Co., in Philadelphia, where he is a regular columnist for Target Marketing magazine and editor of the e-newsletter, Denny Hatch’s Business Common Sense, published by the Target Marketing Group. He is the author of:

Business Books
Million Dollar Mailings • Method Marketing • 2,239 Tested Secrets for Direct Marketing Success • priceline.com – A Layman’s Guide to Manipulating the Media

Novels
Cedarhurst Alley • The Fingered City • The Stork

Memoir
Jack Corbett, Mariner