TIPS & TRICKS
How to Employ the 7 Key Copy Drivers that Make People Act
After a brief run in the 2010s, Denny Hatch and Paul Bobnak’s long-lost “The Secrets of Emotional, Hot-Button Copywriting” is finally available in a new, bound edition for copywriters and marketers who want to employ the timeless emotional drivers that move people to take action.
How Wordsmiths Exploited These Seven Primordial Human Emotions
To Bring in Billions of Dollars for Products, Services, and Non-Profits:
Fear – Greed – Guilt – Anger – Exclusivity – Salvation – Flattery
Dear Reader,
In 1982, Denny Hatch and his wife, Peggy, attended a luncheon for direct marketing copywriters. The speaker was circulation director of U.S. News & World Report, Dorothy Kerr. Her words were instantly etched into Denny’s brain. Kerr said:
“To be successful in this business, watch your mail like a hawk. See who’s mailing what. Isolate identical mailings that keep arriving over-and-over… month-after-month… for years on end. These huge winners bring in millions of dollars to marketers. Save these mailings. Study them. AND STEAL SMART!”
The Hatches immediately started saving and annotating all their incoming mail. Two years later—with four file cabinets stuffed with incoming mail—they borrowed $10,000 and launched the newsletter, WHO’S MAILING WHAT!
For over 20 years their publication collected, analyzed, rated, and archived over a thousand mailings a month.
A Fascinating Aside: While editing his quirky newsletter for 19 years, Denny discovered the most successful advertisement in the history of the world. [Sic.]
It was a small 775-word typed two-page letter selling a subscription to The Wall Street Journal. Many millions of these were mailed monthly for 28 straight years (1974–2002). One day on a long phone call, Denny and WSJ circulation director, Paul Bell, dove deep into the arithmetic. They agreed freelance writer Marty Conroy’s letter had brought in a total of $2 billion in revenue!
Denny read and re-read many times the sweet, low-key story of two young men working for the same company. And he spent years wondering: “What made this 775-word letter so darned powerful?”
Suddenly it hit him like a thunderbolt! Freelancer Martin Conroy used six of the seven “Hot-Button Emotions” you see at the top of this release. (The missing emotion: ANGER.)
The Inside Story of this $2 Billion-dollar Masterpiece Is Included in Your 24-page FREE SAMPLE from Amazon.
No Cost. No Risk. No Obligation.
Claim Your Free Sample — (Simple as 1, 2, 3, 4):
- Go to: amazon.com
- Type in: “emotional hot button copywriting”
- Click on: Book Cover and slow scroll down
- Click on: “Read Sample”
Thank You.
Denny Hatch — dennyhatch@gmail.com
Paul Bobnak — pbobnak@gmail.com
GOLDMINE MARKETING
2015 Morgan Avenue, St. Paul, MN 55116
Phone: 651-246-1155
Email: Thomas.Jeffrey.G@gmail.com
Contact: Jeffrey Thomas
