The Secrets of Emotional, Hot-Button COPYWRITING

“Only Denny Hatch and Paul Bobnak 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 and Bob present 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, thanks Paul. We owe you.”
—Herschell Gordon Lewis, copywriter of dozens of long-standing control mailings (such as for Omaha Steaks and Red Cooper) and author of On the Art of Writing Copy and Internet Marketing Tips, Tricks, and Tactics.

“You’ve heard of the Seven Deadly Sins… now let Denny Hatch and Paul Bobnak 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 they reveal (in juicy language) the reasons why a product or service will uniquely meet those needs. This 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

“I’ve long admired Denny Hatch, his columns in Target Marketing magazine, and the books he’s written on the art and science of creating direct response copy. This one is packed with engaging insights and ideas. Whatever you do, don’t miss Denny’s answer to the question, ‘Why bother with direct mail in this digital age?’ on page 7.”
—Pat Friesen, direct response creative strategist & writer, columnist for Target Marketing and contributor to Inside Direct Mail Weekly.