According to Dennison Hatch, here are the eight copy drivers — the “emotional hot buttons” that make people act:

1. fear
2. greed
3. guilt
4. anger
5. exclusivity
6. salvation
7. flattery, and
8. patriotism

Keep these hot buttons in mind as you create your copy — and how you can use them as an influence tool, ethically, in directing the reader to buy.

I have two of Denny Hatch’s excellent books in my direct marketing library, 2,239 Tested Secrets For Direct Marketing Success and Million Dollar Mailings (here are links if you want to check them out):

And in a future post I’ll review both!