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Feb 16, 2026
2:32pm
Saint Paul
Years ago when I first started in direct response, I quickly learned the idea, “benefits, not features.”
For example:
“Faster web browsing,” not “5 gig internet.”
“Look great at your school reunion,” not “Lose 5 lbs.”
Later, that idea was expanded to “features AND benefits.”
But features and benefits alone don’t sell.
Because we make decisions emotionally –– yes that’s the benefits part –– and only then do we justify with logic, aka features.
So both are important.
But a quick “look good at your reunion!” message isn’t enough to really arouse someone’s emotions enough to keep reading and pull out their wallet.
Perhaps as a starter headline, yes.
But you have to back that up with ongoing emotional connection, pushing your prospect’s hot-buttons.
Fear. Greed. Guilt. Anger. Exclusivity. Salvation. Flattery.
In 2018, I went in search of Denny Hatch’s Secrets of Emotional, Hot-Button Copywriting, a book filled with 54 swipes of Grand Control mailings that pulled in millions of dollars in sales.
Each of these mailings lasted at least 3 years.
And if a company is willing to spend money on these promotions, year after year, they must be earning money, too.
But, well, Denny’s book was no where to be found. The publisher had folded shortly after releasing this $85 spiral-bound collection.
So I republished it as a paperback.
Last July 2025, I received Denny’s book via FedEx and retyped the important, emotional parts of every letter in that book.
(Not quite the same as hand-writing a winning sales letter, but oh the things I do for you!)
Then Denny sent me the color scans of these winning sales letters, and put me in contact with Paul Bobnak who was instrumental in identifying the 7 emotions that make people act.
Together we reworked the book to make it more accessible and fun.
Same Grand Control letters as the original release, mind you. Because they worked.
As Denny said:
“Great old copy is often better than untested new copy.” So why not study what worked?
If you search the web, you’ll find websites with winning sales letters, without any logic behind why they worked.
You’ll find email templates from gurus that want you to buy the dregs of what converted last year.
But human emotions and motivations haven’t changed in thousands of years.
And I’m excited to bring this study of sales-in-print, direct response copywriting back for those of us who are truly interested in success.
You can find The Secrets of Emotional, Hot-Button Copywriting on Amazon, starting today.
Jeffrey G Thomas
Direct Response Copywriter
PS.
You’ll find testimonials about this long-lost classic book from renowned marketers including Drayton Bird, Brian Kurtz, David Newman, and others at:
https://HotButtonCopy.com/