The Secrets of Emotional, Hot-Button COPYWRITING

Here's how to write copy. Not just any copy, but great copy. Copy that persuades people to change their behavior and either 1) order a product, 2) donate money to a cause, or 3) send for more information. The secret of great copy is using the seven key copy drivers -- the emotional hot-buttons that cause people to act: fear greed guilt anger exclusivity salvation flattery. "If your copy isn't dripping with one or more of these," wrote marketing guru Bob Hacker, "tear it up and start over." Denny Hatch has captured the key design elements (envelopes, letters and lift pieces) as well as the specific and transformative copy that tipped readers over the edge and made them act. The Secrets of Emotional, Hot-Button COPYWRITING brings you the actual hot-button copy and design that gave these direct mail packages their power and longevity. Nothing like this has ever been published before.