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The Secrets of Hot Button Copywriting
NAPCO, June 2010, Pages: 132
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 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!
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
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