When Denny Hatch and I were at Columbia University at the same time, I thought he had one of the quickest minds I'd ever encountered. His witty repartee was legendary among our circle of friends, and he had an amazing memory for people he'd met and books he's read.       He went on to become the most respected authority on direct mail in the U.S. Who's Mailing What is the world's largest archive of winning direct mail, with over 250,000 actual pieces.       From these, Denny has drawn those he considers to be the top sellers, and turned those into The Secrets of Emotional, Hot-Button Copywriting: How to Employ the 7 Key copy Drivers that Make People Act.       But this book is not just for those seeking a career in advertising. Rather, it offers a wealth of ideas for all kinds of promotion.       Order from Direct Marketing IQ, a division of Target Marketing, which publishes Hatch's excellent Business Common Sense newsletter.       My full review, below, begins with one of the key lessons from this book: how to steal great ideas.

You're making a mistake if you think this book is just for people in advertising. If you have a book to promote, a service to offer, or anything you want people to pay attention to, you ARE in advertising, and you need this book.

You're making a mistake if you think that $89 is too much to pay for a 133-page, oversize, spiral-bound book full of samples of winning ads, some from many decades ago. In fact, this book will save you many times that amount if your first mailing reaps the kind of sales you can learn from this book.

Everybody has something to sell. We're all copywriters, whether we realize it or not. 

You write copy when you prepare a resume you hope will snag that new job.

You write copy every time you write a business letter.

You should know the key principles of copywriting if you're writing a press release, a proposal, or the back cover blurb for your new book.

I've just used several of the techniques Denny Hatch explains in The Secrets of Emotional, Hot-Button Copywriting. His very first example uses the "mistake" premise. That uses the hot button of fear.

The value of this book is the reproduction of actual ads and business letters used in direct mail sales copy. Denny explains the value of these, analyzing many as he presents how effective they were.

And he urges you to "steal" these ideas. So I did. 

So should you.

Order your copy from: http://tinyurl.com/2e42nts

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