The Secrets of Emotional, Hot-Button Copywriting
N.A.P.C.O.
June 14, 2010 140 Pages - SKU: WL2699739
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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.
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- INTRODUCTION
- Sherwin Cody School of English
- The Executive Advantage
- Chapter 1: FEAR
- Boardroom’s Book of Inside Information
- Boardroom’s Bottom Line Yearbook
- Parkinson Research Foundation
- Globe Life Mortgage Protection
- MEGA Life and Health Insurance
- Mutual of Omaha Disability Income Insurance
- GE Capital Nursing Home Insurance
- American Express Identity Protection
- Worst Pills Best Pills News
- Chapter 2: GREED
- Boardroom’s Tax Loopholes
- Sylvia Porter’s Personal Finance
- WORTH
- SmartMoney
- Progressive Insurance
- ING DIRECT
- Natural Choice USA
- Kiplinger Florida Letter
- Chapter 3: GUILT
- Freedom from Hunger
- Volunteers of America
- American Society for Yad Vashem
- Lincoln Direct Life
- USO
- Center for Marine Conservation
- Covenant House
- Chapter 4: ANGER
- Brady Campaign
- National Rifle Association
- Second Amendment Foundation
- International Campaign for Tibet
- The Secrets of Emotional, Hot-Button COPYWRITING
- Peaceful Valley Donkey Rescue
- The Wilderness Society
- United Farm Workers
- Chapter 5: EXCLUSIVITY
- Nouveau-Tech Society
- Stephen Fossler Company
- Wachovia
- North American Fishing Club
- Technology Review
- Bottom Line/TOMORROW
- Barron’s
- Chapter 6: SALVATION
- Advanced Financial Services
- Long Ridge Writers Group
- Nightingale-Conant
- National Legal Research Group
- Grolier Books
- Great Expectations
- Success Magazine
- Chapter 7: FLATTERY
- Easton Press
- Harrington’s of Vermont
- Progressive Insurance
- Strathmore Directories
- American Museum of Natural History 122 Republican National Committee
- Selling Power
- AmeriCares
- BONUS
- The Wall Street Journal (The most successful advertisement in the history of the world!)
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