#215 Hot Button

 #215  Thursday 26 Feb. 2026

 Posted by Denny Hatch 
 https://dennyhatch.blogspot.com/2026/02/

 

 How Copywriters Generate Billion$ for Their Clients
  And Million$ for Themselves, Families and Friends. 

 

 

An Invitation

Click Below to Receive a Slew of Sample Pages
From This Just Published Special Report.
Yours Free. No Cost. No Risk. No Obligation.

https://www.amazon.com/Secrets-Emotional-Hot-Button-Copywriting-Drivers/dp/B0GK5ZRS7G?asin=B0GK5ZRS7G&revisionId=&format=4&depth=1 

  

  

 Backgrounder: Our Life-Changing Stumble

Into a Revolutionary New Business Model. 

 

In 1982 I attended a luncheon for direct marketing copywriters. The speaker was Circulation Director of U.S. News & World Report, Dorothy Kerr. Her words to the audience 43 years ago were instantly etched in my brain. 

            

"To be successful in this business, watch your mail to see who's mailing what Look for those same mailings that keep coming in over and over, month-after-month. These are the huge winners being mailed in the millions and bringing in millions of dollars in sales and donations. Save them. Study them. And then STEAL SMART!" 

 

Peggy and I immediately started saving, studying and meticulously annotating all our mail. Two years later with three file cabinets stuffed with incoming mail, we borrowed $10,000 and launched the iconic newsletter, WHO'S MAILING WHAT! For 27 years our quirky little publication collected, analyzed, rated and archived hundreds of mailings with powerful, brilliant sales letters and brochures that had been sent to us and into eleven states over four decades. These are the Grand Controls that were received over and over again — month-month for a minimum of three years. A number were received over five years straight plus an amazing few longer than that.

 

 

    —Issue #1. Design by Heide Follin    

                                         

   

The three kinds of copy: “YOU” copy; “ME” copy; and “IT” copy.

  “You” copy is the most important.  It is found in the letter where the writer is talking intimately to “you,” the reader about “you”—your wants, your loves, your wishes, your salvation.

“It” copy is found in the circular or brochure where “it”—the product or service being sold is described and pictured.

“Me” copy turns up in two places.  First of all, you’ll find it on the order form which is a reprise of the offer in the reader’s own voice.  (“Yes, please send me, the product and charge my Visa.  I understand that if at any time I should become dissatisfied...”)

The other occurrence of "me" copy is in testimonials or lift letters.  (“Frankly, I’m puzzled...” or “I tried this product and am a true believer.  Here’s my story....”) 

 The beauty of direct mail is that it enables the salesperson in print to use all parts of the English language, plus illustrations, graphs, charts and any other bells and whistles to capture attention and engage a reader.  —Walter Weintz

-30-