Method Marketing

In Method Marketing, Denny Hatch describes how eight multi-million dollar businesses were built by men who discovered the secret of getting inside the heads and under the skin of their costomers. Go for points of maximum anxiety, says Bill Booner, whose $40 million a year publishing business was entirely built on the genius of his direct mail copy. Figure out what keeps you customer or prospect lying awake at four in the morning, then hit those hot buttons and promise salvation (or at least the hope of salvation). Bonner's key copy drivers: fear, greed and of course, salvation.