Andrew: What was the funny story, acquiring it or selling it? He was born and raised in the Chicago area and attended the electrical engineering college of the University of Miami for three and a half years before being drafted into the U.S. Army in 1962. To get you to read the next one. The results were fantastic. There was a lineup of peoplewe had a retail storethere was a literally a lineup of people all the way around the block waiting to pick up their computer that they were getting for 50% off. The total combined net worth of this years billionaires is $8 trillion, down from $8.7 trillion in 2020. Then I get a call from the manufacturer. They start reading it and theyre curious and they keep reading it and keep reading it. He said, This is not my life. If they dont read the first sentence, how will they read the second? But I wouldnt ignore the fact that I dont have 100k to spend on a flashy car. You had to buy the pair in order to know. It was helpful and it was one of those books that stuck with me and Im glad to have you on here. Well, with this new infomercial, we were selling 300,000 pair in one month. . Joe: The other thing I was going to say too was that you want to create curiosity. Hed hire an ad agency and theyd do the job for him. Oatly tugs at emotions whilst delivering some facts about their product to back up those feelings. The estimated Net Worth of Steven Sugarman is at least $5.02 Million dollars as of 16 August 2016. Joe: We were very successful, by the way, with that MagicStat Thermostat. Members help make our journalism possible. And in the process, he got his new No. To Think Like Joe Sugarman I couldnt communicate well. Joe: Not as big as Tony Hsieh, but were happy with it. I am not interested now in a thermostat. If you buy this right now, instead of paying $100, your cost would only be $50. Joseph Sugarman is Chairman of JS&A Group, Inc., BluBlocker Corporation, DelStar Publishing and President of a bio-tech company, Stem Cell Products, LLCall based in Las Vegas, Nevada. He used to go to work and not come back homeactually, he would finish work I think past midnight. Okay. Thanks for liking this post. My brother looked around at the house where the wedding would take place and said, This is giant. The more you write, the more successful you become. You might irritate some grammar scholars, but customers wont mind. His books include AdWeek Copywriting Manual, Triggers, The Seven Forces of Success. I have the physical versions of these books, but theyre all available digitally on Amazon too, which Ive been enjoying. Andrew: And how did you know thats why they bombed? He launched his direct mail agency JS&A Group through writing ads by hand and has no shortage of amazing feats in advertising. And then the other thing that Im most proud of is the fact that we really initiated and started the toll-free number. Position your product as the cure to a situation rather than a prevention. You can always Google. Get Started as a Social Media Expert for $59.40. 4.11 avg rating 1,222 ratings published 2006 17 editions. The first sentence of the copy should be short and brief and everything but should lead you to the second sentence and the third sentence and the fourth sentence. Storytelling is very, very powerful. Joe: Its been over . saving. Delray Beach, FL 33444 Its called Toptal.com/Mixergy and the second one is a company that will do your books for you. Joe: Well, yeah, BluBlocker was a big success. Andrew: Joe, what do you think of this storytelling thing? Joe: You can give a sense of urgency, for example. Red wine might bring up memories of dinners with your family. They said, Mr. Please enter your email address to continue. But I agree. Web Joesugarman.net ranks 1,666,347globally on HypeStat. Joe Sugarman, seller of Blublocker sunglasses on TV and one of the last of the wacky copywriters who drove the mail order business, died on March 18 in Las Its fine. If you havent read his book The Adweek Copywriting Handbook, you need to get your hands on it now. Keen Sense: Lloyd Sugarman Uncovers Success One We sold 20 million pair. Andrew: I find the reason an origin story mattersI try to get my interviewees to tell itit gets the person whos listening to care about the person whos going to be talking about selling and explaining, that if we dont care about them, were not going to care about what they say. joesugarman.net Profile Title:The We were in Walgreens for almost 20 years selling at retail. Joe Andrew: I appreciate that. Andrew: I see. Andrew: Joe, Ive been doing these ads for a company called Toptal for a long time? Im preparing an eight-page catalogue for United Airlines, eight pages, one of the pages dropped out because the company went bankrupt. I used that as a turning point. Andrew: I imagine today finding some way of figuring out when there was a burglary in the neighborhood and then mailing the people around that persons house to say, There was a burglar here and you might want to buy this to protect yourself. Today the data is so much more available. Joe: Grew hair. I can't express how much to say thanks to him especially in crafting my own business. He said, Joe, weve got to have you teach all of our marketing people direct marketing and what you did in your book. So they hired me. This person is good but one little error, one digit being off could end up costing him a whole lot of pain and a whole lot of money because hed get his taxes wrong. You ask them, What do you take? We take all of the credit cards. I put it upside down, they walk away. But I think the first pocket calculator which led to other electronicwe were the first ones to introduce to the pocket calculator. I do it because I have an audience of entrepreneurs who want to learn from other entrepreneurs, want to keep building their businesses, and my goal is for you to be listening to this interview, to use what youve learned, and then to come back here and do an interview yourself so you can teach other entrepreneurs how you did it. Begin writing for money and enjoying the writer's life with AWAI. The customer needs to harmonize with the ad. But I thought this would be a really good TV ad. I point these out to my seminar participants. Well, as you know, here with me on Mixergy if youre listening to me, theyre going to give you a deep discount off of their price to encourage you to sign up and frankly because they want to know how many Mixergy people are signing up to figure out whether the ad here is effective for them. All the workI created the brand, I created the desire. I said, Next time Im going to create my own brand name. That led, of course, to BluBlocker. Andrew: If I take an envelope, write my address on the to line, put a stamp on it and then put that in another envelope and mail it to you, youll use my envelope to send me that card. Its an interesting story. Hes up there with David Ogilvy, Eugene Schwartz, and John Caples. Joe: Well, what we did was the company came to us and they said, Were doing marginally well, but weve got a great product. And I said, Okay, if youve got a great product and youre doing marginally well, let me just take a look at it. They told me the name of it and how it works and all that kind of stuff. Andrew: I thought I could go to Amazon and buy BluBlocker sunglasses, no? But I said, There was one feature I liked and that feature was how easy it was to install. The big fear that people have when they buy a thermostat is they have to hire an electrician to install it. If you start like this, thats fine. We accepted them for about six months and we never got ripped off. We were advertising in just about every magazine you could thinkWall Street Journal, Playboy, you name it. Thats a great name if you understand how its spelled. He wrote then and still writes all his own advertising copy for print, the Internet and TV. I knew that because I had run other products that required installation and they bombed. ", "I've learned copywriting from big giants such as AWAI, Dan Lok, RMCB, Ramit Sethi, and Agora but I can effortlessly say Carmine has the wisest and most precise course on copywriting. You never really know what works and what doesnt until you test it. We were driving to see a new product. Joe: Yeah. I learned more from the seminars than the students did. Andrew: All right. It makes me feel like youre more honest, that youre giving me a balanced view of the product. Next time youre writing copy for any advertisement, try to make the first few sentences as short as possible. In 1991, he won the prestigious Maxwell Sackheim award for his creative career contributions to direct marketing. I photograph it real quick, wrote a real quick ad, ran it in this insert. Joe: Well, I guess acquiring it was easy because I had the money from my BluBlocker experience. Why are stories so effective, and are they worth the extra time that people are going to have to invest to listen to them? You up for that? You wasted my time to read that ad, but I want you to know how compelling that copy was. So I really appreciated that. I said, How do you convince them when you guys just got started? And he said, Well, one of the things I do is I go in and say, I actually dont know very much right now. They couldnt wait to get the copy in the mail. Andrew: Thats 20+ million pairs over how long? That's a combined net worth with his wife, Mary Hart. Chicago is my hometown. Joe Rogan: Tucker Carlson Should Go To Rumble, It Would Be Joe Rogan on where Tucker Carlson should go next: "He's really designed for the internet. Forbes Publishes 34th Annual List Of Global Billionaires So whats the real key? Then I get a call from AT&T. Andrew: Youre available at resellers online, arent you? Otherwise it might sound like Top Towel or something and what does a towel have to do with this? She was so impressed. The average person isnt thinking about stopping a problem that might happen in the future, anyways. Andrew: Oh, maybe Im misreading it. I read his story and I said, You know, I could apply these same principles that I taught at my seminar. We established everything. One of the things thats one of my triggers is honesty. Joe: Whats interesting about successthis might be an interesting insightI have found that you can go along going in the direction you think you should be going and then all of a sudden something comes up and directs you 90 degrees in a different direction and thats where youre going to make your success. Ill get them made. So I did an infomercial. The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters. Jay Sugarmans Philadelphia Union $1 is worth $17.67 dollars today. How Zee Ali went from selling cigarettes in the hood of Chicago to selling LeadPages founder on why you should be embarrassed by your first launch, How a list nerd grew Ranker.com to 27,000,000 monthly visitors. He saw my ads and he says, I want to find out what the real secret is.. WebJoseph Sugarman became one of the most successful direct marketing copywriters of the last century. Andrew: Yeah. People absolutely trust you. He was 83. How do you come up with ideas like that? He then describes the features that ought to give the reassurance he doesnt want to promise. Every word you use in an advertisement paints a picture in the mind of consumers. 7 Epic Joseph Sugarman Copywriting Strategies and Examples There are a few other stories that I tell. Want to Read. I couldnt convince people do anything. Ive got to start my own company. He did. He rewrote the ad and it doubled response. Joe: Its because like I have one home right on the ocean, because youre on the ocean youve got all that salt spray. Well, I was in electronics. Andrew: I found in software that talking to customers is really important, to understand what they need, to understand how to create it, to understand if theyre following along with the flow of the software, to understand if the ads theyre writing and the landing pages all communicate things that matter to your customer. Level up your income, skills, and growth with my online courses. Andrew: I do find that its disarming to see you put down the product. Its such a well written ad. I said, How can I spend an hour talking about storytelling? So, I started looking over some of the ads that I had written and my goodness, most of those ads were fabulous successes. I didnt do electronics. Giants general manager Joe Schoen decided to trade up Thursday night during Round 1 of the 2023 NFL Draft. We were on QVC for 20 years. If you can tell a story around your product or service or how you discovered the product, thats what we do with BluBlocker. Look how BMW uses this strategy in an advertisement for its i8 model: Everything from the image to the headlines and copy makes it seem like a futuristic vehicle. Really, you can look online, Google all day. Nobody needs a story for two minutes. Thats how Sugarman was able to keep a prospects attention throughout a whole page of copy. Joseph Harry Sugerman Net Worth (2022) - GuruFocus.com Hey, you never know. $100,000 - $1M. Want to Read. He is best known for building a business called JS&A Group Inc. and making millions of dollars worth of sales simply from his ability to write unique and compelling ads in a catalogue. They say, Here are two developers. He talks to one, hes great. The Hamptons' billionaire lane, mapped - Curbed Hamptons This is his much talked-about house, by Michael Haverland and then Stelle Lomont Rouhani, before completion. Its from these failures that I learn things. Over 20 Million Sold: The Inside Story of a Marketing Fortune! This is his home where were doing the wedding. I said, Yeah, I know him. You tell Toptal what youre looking for, they search their network for the best people, they test the candidates, and then they present you with only the candidates who meet your individual needs. Get the best of the best right now. I have a lot of fun with these and I pass them out to people. Joseph Sugarman, The Adweek Copywriting Handbook The world is overflowing with ideas, hell, the world is made from ideas. Is that your big success? Today hes here. More Ways to Contact Us , Begin writing for money and enjoying the writer's life with AWAI! Is it a notetaking process? So, we didnt allow. But Im going to give you a special URL where they are giving Mixergy listeners something that theyre not giving anyone else. Now what he got was books that were organized that could tell him where his business was month to month and without having to go home every night wondering whether hes unaware of where his businesses, whether hes spending money where he shouldnt, whether hes spending more money than he thinks he is or whether hes going to have tax issues at the end of the year. Youve got to remember too, I wrote that ad within a day or so after I received the pair. Well, not just Toptal.com, anyone can go to that. They asked me if I would help them liquidate it. Forget the wedding, this is going to be an amazing experience with an amazing wedding on top of it.. The guy is living in a different country. They fail once and it is all over. In an ad for a digital scale, Sugarman uses some smooth syntax: Losing weight is not easy. Andrew: You know what, I should actually make a note to finally do that. However, when a customer is experiencing turmoil, they will seek a fix and be more likely to purchase a product or service which does so. We sold them for something like 10 years. If youre listening to me and youre an entrepreneur, youre running your own business, you owe it to yourself to talk to Bench because they will help you organize your books better than you could because youre running your company better than a virtual assistant could because theyre pros at it, better than an individual bookkeeper because they have a team of people and they have the software to make sure their team does the job right. I said, Whats the story with these?, He says, Dont think youre going to sell them because theyre made for astronauts and theyre like $300 a pair. We took the garbage that she sent. This will make them more accepting to the sales proposition later. So he goes to Toptal. . Over the last 18 years, insiders at MGM Resorts International have traded over $400,001,568,942,252 worth of MGM Resorts International stock and bought Learn more, American Writers & Artists Institute WebJoseph Sugarman is one of the most epic copywriters that's ever lived.He launched his direct mail agency JS&A Group through writing ads by hand and has no shortage of QVC was a big success. Use statements and questions that will get customers nodding their heads in agreement. Andrew: I have a friend whos now selling his companys stuff, his software and partnerships with them to Google and Facebook and other companies. Required fields are marked *. Sensing the opportunity to not only extend life spans but to be responsible for helping millions of people live a better more youthful life, Sugarman agreed to head a company to market a series of products utilizing this new technology. Thats smart money. And theyve continued to bang the quality drum with their current website copy. Im most proud of that because it took guts to do it. Books by Joseph Sugarman And the former led to the latter as he wrote prolifically and kept learning from those catastrophic early attempts. Theyre annotating them. Maybe Rumble makes a deal with him. He once sold a used plane for $240,000 that was valued at $190,000 through one magazine ad. Im talking about sizing, materials, colors, etc. Every word you use matters. Reassuringly expensive was the punchy tagline. He was the first to market the cordless phone and the 7 Marketing Insights I Learned From The Great Joseph Sugarman But if a customer stepped on the scale and saw they gained 20 lbs over the winter, that weight loss pill now looks a lot more appetizing. No product is perfect, but judge for yourself. I want to find out how he did this, how he built up his business. Is there something you can do with that? Learning from Joseph Sugarman - The Creative Copywriter . Whats one place where you brought in your copywriting skills? Joe: Yeah, you cant do that because Im always on the go. He talks to the other, hes amazing. Trust is another issue, another trigger. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Yeah. Joe: Not really. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Hey you. Now with the internet, its so much easier because first of all, you can test very inexpensively. It's only a matter of time. For example, what do you feel or think of when I say the following words? by. Furthermore, you need to answer questions in a logical order as the customer would ask them. I wasnt in sunglasses. A great example of this is when Cycle magazine sent an advertisement to Joseph Sugarman himself. From the start of Bidens presidency until July 2022, the economy averaged a net increase of 553,000 jobs per month. This would make a great mail order item. He says, No, the company is going out of business. I said, Okay., We finished the meeting. He says, Joe, what do you think? And I said, My god, this is terrific. I found that to be true. He wrote this long blog post about how he decided to switch to Bench. Joseph Sugarman has sold millions of dollars worth of products and made many men and women rich. Is that why its effective? It ran for 10 years. I look at the ads I wrote initially and its embarrassing. Do you have any f---ing idea how big that would be?" Its called Bench.co. With each passing day, Jay Sugarman overall profits continue to rise, and he is becoming more popular on the sidelines. I noticed your first response came in the form of a story. WebJoseph Sugarman is Chairman of JS&A Group, Inc., BluBlocker Corporation, DelStar Publishing and President of a bio-tech company, Stem Cell Products, LLCall based in I had it for about 22 years. Joe: One questionyou didnt spell out Toptal. Each product introduction was made in large, full-page advertisements, which became the recognized signature of his creative work. And he happened to write a book on copywriting that has become a classic. Joe: Ill give them one. Remember I said we sold 100,000 pair in six months. But Ive got to get an ad done in a couple days.. But anyway, then I get a call from the manufacturer and they say, Joe, I want to let you know that from now on, Honeywell has bought our company for millions of dollars and I just wanted to thank you for all the help. I look at that and I say, What the hell? Joseph Harry Sugerman Net Worth (2023) | wallmine The red goes to the red. The genius of Jay Sugarman If that person happens to take off because theyre sick or they have other projects they want to do, you have zero bookkeepers. Im going to listen to what Andrew says. So, if you know that, is there a way for you to speed up their purchasing decision or encourage more people to rip out the ad? How to Build a Winning Copywriter Portfolio from Scratch, Boost Your Bottom Line with the Right B2B Copywriter, Copywriter for Hire; Set Your Conversions on Fire, Dont Hire a Web Content Writer Until You Read These 7 Facts. If you get the customer saying Yes while reading an advertisement, they will be more likely to say yes to the sale. How Drip started as a widget and was acquired by Leadpages for a Building a $200k/mo digital marketing agency from the ground (using How to grow your audience (Using an Ambassador Program).
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