The Secrets of Emotional, Hot-Button COPYWRITING by ps94506


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The Secrets of Emotional, Hot-Button COPYWRITING

Description:    “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 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

                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

                —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.


            Sherwin Cody School of English
            The Executive Advantage

            Chapter 1: FEAR
            Boardroom’s Book of Inside Information
            Boardroom’s Bottom Line Yearbook
            Parkinson Research Foundation
            Globe Life Mortgage Protection
            MEGA Life and Health Insurance
            Mutual of Omaha Disability Income Insurance
            GE Capital Nursing Home Insurance
            American Express Identity Protection
            Worst Pills Best Pills News

            Chapter 2: GREED
            Boardroom’s Tax Loopholes
            Sylvia Porter’s Personal Finance
            Progressive Insurance
            ING DIRECT
            Natural Choice USA
            Kiplinger Florida Letter

            Chapter 3: GUILT
            Freedom from Hunger
            Volunteers of America
            American Society for Yad Vashem
            Lincoln Direct Life
            Center for Marine Conservation
            Covenant House

            Chapter 4: ANGER
            Brady Campaign
            National Rifle Association
            Second Amendment Foundation
            International Campaign for Tibet
            The Secrets of Emotional, Hot-Button COPYWRITING
            Peaceful Valley Donkey Rescue
            The Wilderness Society
            United Farm Workers

            Chapter 5: EXCLUSIVITY
            Nouveau-Tech Society
            Stephen Fossler Company
            North American Fishing Club
            Technology Review
            Bottom Line/TOMORROW

            Chapter 6: SALVATION
            Advanced Financial Services
            Long Ridge Writers Group
            National Legal Research Group
            Grolier Books
            Great Expectations
            Success Magazine

            Chapter 7: FLATTERY
            Easton Press
            Harrington’s of Vermont
            Progressive Insurance
            Strathmore Directories
            American Museum of Natural History 122 Republican National Committee
            Selling Power

            The Wall Street Journal
            (The most successful advertisement in the history of the world!)

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