The Seven Deadly Sins Of Writing Emotional Hot Button Copy: How To Use These “Righteous,” Sins To Bless Your Copy With Profits.

“Wanting people to listen, you can’t just tap them on the shoulder anymore. You have to hit them with a sledgehammer, and then you’ll notice you’ve got their strict attention.”

Want to know something about yourself that you’re not gonna like.

You’re full of complicated emotions and those emotions cause to you make decisions everyday and logic takes a back seat when it comes to making those decisions.

And guess what.

You’re prospects are the same way.

Need proof.

Just take a look at the news and twitter.

Facts don’t matter now in the modern world and people just aren’t willing to accept factual truths NO MATTER how it affects their lives.

Think of Trump.

He could cure cancer tomorrow and those that hate him will still be conviced that he’s the devil incarnete.

Moving on.

Emotional Hot Buttons And How They “INFLUENCE,” Behavior.

I’ve said it before and I’ll say it again.

Emotions are the reason WHY you do things.

They are the sole motivators that get you to buy that fast head turning car, that six pack abs program that will get your abs licked; you name it-chances are you bought it because of an emotional reason.

There’s a mountain of hot buttons that drive people and if your copy(marketing) isn’t dripping with these hot buttons then just crumble up that paper and throw it away.

According to legendary copywriter Denny Hatch, these key seven “sins,” are the top hot buttons that will righteously bless your business with profits.

  1. FEAR

Fear is a damn good motivator.

You’d rather spend MORE money to stop any loss than to suffer loss at all.

And you know what’s gets fear boiling more in your customers?

Fear of the Unkown!

When Obamacare kicked in the biggest fear people had was the painful penalty of NOT having insurance AND losing their main insurance carrier.

No one knew what the heck was going to happen to insurance companies and their rates.

Was it going up? Going down? Was healthcare cost gonna go up?

Another fear is people don’t like it when they make social blunders.

Just imagine yourself at a party where the people who can change your life forever and for the better.

As you mingle and make you’re way through the crowd you notice everyone starting at you.

You hear whispers in the background. What are they talking about? What are they saying? What did you do?

Finally someone asks you to leave. You ask why.

“You made people uncomfortable!” he tells you.

You just grab your coat and leave.

BUT, now your future, your business is gone. All because you made people uncomfortable at a party and you have no idea why.

Gather up the sum of all your customers fears and put them front and center.

2. Greed

We want more. We ALL WANT MORE.

Be honest. You know want a list of a hundred thousand prospects paying a monthly membership fee of $97 AND shelling out more cash when you release a new product.

We all want that!

But here is something that’s powerful.

Greed works when you’re being SUBTLE.

9 New Ways To “Legally” Cheat The IRS!”

“In The Next 10 Mins You’re Going To Find Out How To Get The #1 Fitness Trainer In The World All To Yourself.”

I just made those headlines up but you get the gist.

3. Guilt

This one is a bit tricky.

But not too hard to write.

Guilt is more story driven. Think of a Darth Vader.

After the events of Revenge of the Sith you can bet he was feeling guilty.

The death of Padme, the murder of the baby Jedi’s and the fight with his best friend Obi Wan-all of it bought Vader a high level of guilt.

Guilt haunted Vader and burdened him throughout his life in the Empire.

When Luke tried to get him to come back to the light, Vader’s guilt would stop him.

Vaders guilt was a wall of stone that blocked his salvation.

Until he found the strength to break down that wall and come back to the light.

Shame brings guilt, guilt brings profits.

4. Anger.

When the government sticks it’s bureaucratic nose in the insurance business, it’s NEVER a good thing.

Prices go up, insurance carriers drop loyal customers, doctors lose their patients and customers are left out in the cold suffering without any treatments for their medical ailments.

But that’s not all the government ruins.

The FDA and all it’s infinite wisdom puts the kibosh on the natural supplement industry.

Now you need an arm and a leg just to get tumeric to ease your joint pain.

All because of government taking kickbacks from the pharmaceutical industry and not letting the supplement industry succeed.

It’s bad.


Customers get pissed when inconvenience gets in their way of convenience.

Anger is the fire and you’re ad copy is the gas to get a profitable fireball going.

5. Exclusivity.

Just imagine being a member of an exclusive club that knows the secrets to building a successful business.

Using knowledge of the club you’ve build several successful businesses from the ground up.

You know longer have to worry about money ever again.

NOW you want to share those secrets with a select few.


….You won’t just take anybody!

You put everyone through a process, turn down those that want to pay you, and even deny the many so you can pick the few.

It’s down right EXCLUSIVE.

Then you finally pick a few.

Those select few will know the secrets that have helped you build a successful business AND know it’s their turn.

How do you think those select individuals are going to feel?

They are going to go from being broke to being rich and buying aything they want.

Not a lot of people are given the opportunity of a lifetime. You know, an opportunity that will change their lives…..Forever!

People all want to be part of something bigger than themselves.


They want other people to know(and be envious) of their exclusive membership that no one can EASILY get in.

6. Flattery.

Flattery gets you everywhere and anywhere.

If you do it right.

People love flattery when it’s about things they’ve worked hard to accomplish.

In the early 1960’s of direct mailing a lot of the top mailers used this flattery lead to start their letters….

“If the list upon which I found your name is any indications, this is not the first-nor will be the last-subscription letter you receive. Quite frankly, your education and income set you apart from the general population and make you a highly rated prospect for everything from magazines to mutual funds.”

That lead just got dipped in a bucket of flattery.

People love flattery.

And finally……

7. Salvation

I used to think salvation came and the end of the letter.

After positioning the problem, agitating the problem and then finally presenting the solution…

And then I learned your entire letter can be position as someones savior.

Does your prospect have a problem about the stock market?

Here’s a headline.

“CNN say’s that Trump Is Destroying The Economy BUT My History Of Winning Stock Picks Says Something Much More Sinister Is Coming….. And Trump Is The Only One That Can Save The Economy.”

I just made the headline up-nothing is coming-but you get the gist about Salvation.

Salvation should solve the problems of your customers and prospects looking for solutions.

Get your copy dripping wet with the 7 hot buttons and your copy will pull.

Till then, Stay Hungry,


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