The Secrets of Emotional, Hot-Button Copywriting: How to Employ the 7 Key Copy Drivers that Make People Act Paperback – January 27, 2026

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."If your copy isn't dripping with one or more of these, tear it up and start over." —Bob HackerThis Treasure Trove of 54 Sales Letters that Over Decades Certifiably Generated Millions of Responses and Hundreds of Millions of Dollars in Revenues for Products, Services, and Donations to Non-profits.Each of these 54 letters was mailed in the millions for three or more consecutive years. Some were mailed for decades, proving they worked like gangbusters.Every one of the 54 letters cashed in with pinpoint precision on one or more of the seven most powerful human emotions:Fear • Greed • Guilt • Anger • Exclusivity • Salvation • FlatteryWhat legendary direct marketers and advertising copywriters said about this Breakthrough Special Report:“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 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. Read more