Employ the 7 Key Copy Drivers that Make People Act!
The Secrets of Emotional, Hot-Button COPYWRITING
54 Explosive Sales Letters That Brought In Millions of Dollars!
Discover the 7 key drivers that make people act in Denny Hatch and Paul Bobnak’s classic book. Long out of print, this republished masterpiece demonstrates how to tap into your reader’s emotions to drive response… buy your offer… support your cause… and earn you more money.
“If your copy isn’t dripping with one or more of these copy drivers… TEAR IT UP and start over!” —Bob Hacker
Full-color. 201 pages. Paperback. Available now!
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in the millions, year after year, because they made sales happen. Inside these pages are the keys to evergreen copywriting principles that ring the cash register in 2026 and beyond.
—David Newman, author of Do It! Selling and Market Eminence
What Direct Marketers Are Saying About The Secrets of Emotional, Hot-Button Copywriting
Here’s a tragedy you can benefit from. Denny Hatch is the only person I know who’s been in this business longer than me. This would not worry me if a) he didn’t know far more about what works and what doesn’t in marketing than me. And b) I’m too old to catch up with him.
A previous version of this book has been a goldmine for me over the years. I guarantee it will be for you too.
—Drayton Bird, Bristol, England
Denny Hatch is a treasure… and The Secrets of Emotional, Hot-Button Copywriting cements him as the master archivist, historian, raconteur and ultimate student/professor of direct marketing.
The man who made “steal smart” his credo (or as I like to say, “stealing is a felony, stealing smart is an art”) has stolen our intellectual curiosity with his latest treatise.
Success leaves clues…and inside this book you will achieve success by following an icon like Denny as he walks you through 54 letters that were “…mailed in the millions for three or more consecutive years…some were mailed for decades, proving they worked like gangbusters.”
Yes, Denny is a treasure… as is this book.
—Brian Kurtz, Titans Marketing, serial direct marketer, and author of Overdeliver and The Advertising Solution
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 — co-authored by Paul Bobnak — is packed with engaging insights and ideas.
Whatever you do, don’t miss Denny and Paul’s answer to the question, ‘Why bother with direct mail in this digital age?’ on page 179.
—Pat Friesen, direct response creative strategist & writer, columnist for Target Marketing and contributor to Inside Direct Mail Weekly
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
Denny Hatch has collected and studied more sales letters than anyone else. Inside this book he breaks down the best sales letters to push your prospect’s emotional hot buttons. These secrets are even more important online today.
—Rick Peterson, Direct Response Copywriter, Wisconsin
If you’re writing direct mail pieces, you need to know what worked before. Why? Because it’ll work again… all you have to do is “steal” it.
And if you want to know what worked before, there’s NOBODY better placed to tell you than Denny Hatch. Inside Hot Button Copywriting you’ll discover 54 Grand Controls — packs mailed for three or more consecutive years. All of them making the marketers who mailed them vast sums. Dig in and find the things you need to steal.
—Gerald Woodgate, Hemel Hempstead, England
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 Paul 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 several long-standing control mailings (such as for Omaha Steaks and Red Cooper) and author of Direct Mail Copy That Sells
What you’re getting here is proof. Fifty-four real sales letters that were mailed in the millions, year after year, because they made sales happen. Inside these pages are the keys to evergreen copywriting principles that ring the cash register in 2026 and beyond.
—David Newman, author of Do It! Selling and Market Eminence