Books by Joseph Sugarman You might not know this, but I am probably the biggest failure youll ever interview on your show, primarily because I have failed so many more times. He was one of the first advertisers to accept credit cards over the phone, pioneering a lot of the direct advertising we see today. Well, last year, I took a little bit of time off to go to my sisters wedding on an estate in Hawaii, and when we got to this place, my wife looked out and she said, This is gorgeous. Were from San Francisco. 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. Yeah. And then the other thing that Im most proud of is the fact that we really initiated and started the toll-free number. Andrew: Did I say the AdWeek Copywriting Manual? Its the AdWeek Copywriting Handbook.. But I thought this would be a really good TV ad. Very good point. Bless you. A household name (if your house is actually an advertising or copywriting agency). We established everything. Furthermore, a customer that is advertised a prevention-oriented product wont be as likely to spend as much. Joseph Sugarman became one of the most successful direct marketing copywriters of the last century. Then I get a call from the manufacturer. Whats one place where you brought in your copywriting skills? Lets connect! Download our FREE, expert eBook to unravel the mysteries of high converting copy. They block all the blue light. He gives me this whole pitch. ' I put that in there. Heck, the best copywriters can still be persuaded and harmonized with an advertisement! Joe WebJoseph Harry Sugerman Net Worth 2022 and insider trades. Andrew: One of my past interviewees I think said that entrepreneurship is lonely and that hes working on his own. I read his story and I said, You know, I could apply these same principles that I taught at my seminar. If you can tell a story around your product or service or how you discovered the product, thats what we do with BluBlocker. They start reading it and theyre curious and they keep reading it and keep reading it. I read the whole thing. 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. What differentiates one dating app from another? The more honest you are, the more happy people will be to deal with you. The goal of the first sentence is to make the customer reader the second sentence and so forth. Have you ever heard a band play when one instrument is in the wrong key? It was just like running a business. Im preparing an eight-page catalogue for United Airlines, eight pages, one of the pages dropped out because the company went bankrupt. Forbes Joe: I get great joy doing that. And Sugarman-Smith recalled how her father You can do this by asking relevant questions or making agreeable statements throughout the ad. Its hard to say which one was my favorite, but I would say probably BluBlocker only because the sheer volume. 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. He sends me the pair. We want to run a full-page ad in the Wall Street Journal on what youre doing and all credit card orders to be taken over the phone because what youve done, weve followed you and your business just boomed from that.. Just to give you an idea how much we sold, I sold about 100,000 pairs from the print ads we ran, which was like six months. Steven Sugarman Net Worth Thats why its extremely important to make sure that the introduction to any ad is irresistible. Otherwise it might sound like Top Towel or something and what does a towel have to do with this? I want to find out where his creativity comes from and how I could express that kind of creativity too. 2 outside What was going on? Joe: Okay. Guest speaker Myron Sugerman enthralled a packed Intown Chabad audience, seen here with Rabbi Ari Sollish, signing his book. Im talking about sizing, materials, colors, etc. Joe Joe: I just recently sold it. I was very honest about how bad it was. It was just an eye-catching book cover. Well, the Bears won. They did such a good job that he started talking about them just to tell the rest of the entrepreneurial world how effective they were for him. I took a photograph of it and ran it. Andrew: At its height, how much did BluBlocker generate in revenue? They said, Joe, how are you doing it? You wouldnt believe how were doing it. I bet you get ripped off a lot. You wouldnt believe how often we get ripped off. We werent getting ripped off at all. The average person isnt thinking about stopping a problem that might happen in the future, anyways. I said, Who owns this? She says, Oh, its the Japanese. The Japanese? Yeah, they bought it, but theyre in trouble right now and they might have to sell it, because there was a recession taking place in Japan. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Hey you. You mightve thought of hot weather and oranges when thinking of the state of Florida. In 1979, Sugarman was selected as the Direct Marketing Man of the Year in New York. I put them on and I stopped squinting. He came to my seminar and he studied. Your bathroom scale is like a report carda feedback mechanism that tells you how well youve done.. I want to understand how you understood what was in the customers minds. Last year I took a little bit of time off to go to my sisters wedding on an estate in Hawaii, and when we got to this place, my wife looked out and she said, This is gorgeous. Were from San Francisco and weve never seen so much grass. You had to buy the pair in order to know. In order to build a curiosity, I start knocking the product, calling it stupid, calling the name stupid, really blasting the product.. Im Konrad. When we would test, Id place a small ad in the southwest edition of the Wall Street Journal, which is the smallest edition and the results that I got I used to run the ad or decide to run the ad. Because of the train system in Japan, he couldnt even take a train back home by the time he was done. Joe: Well, I sold my property in Maui, beautiful property which I had for 22 years. 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. Ive had seminar participantsI had this one farmer who sold grapefruits. He wanted to get a good sense of where his business was month to month. If you can entertain your customers, theyll keep watching. I would havethe infomercial was very much entertainment. Andrew: You dont even need an electrician. He ran the ad. You never knewdirect marketing is very counterintuitive. You never really know what works and what doesnt until you test it. Joseph (Joe) Sugarman Entrepreneur and founder of BluBlocker Sunglasses, Joseph Sugarman, died peacefully surrounded by his family in Las Vegas on March 18, 2022. Welcome, robot overlords: The best AI tools for copywriting in 2023, Copy By Committee: why the world would be a better place without it. Joseph Sugerman lives in Beverly Hills, CA; previous city include Los Angeles CA. President Reagan just allowed the FCC or FTC to allow those. If you havent read his book The Adweek Copywriting Handbook, you need to get your hands on it now. Now, the one thing we didnt dothat was we never let anybody look through the lens in the TV show. You want to build curiosity so when they start reading your ad, they dont stop until they finish and go to the end. They fail once and it is all over. This is his home where were doing the wedding. I said, Yeah, I know him. Burt Sugarman Net Worth | Celebrity Net Worth He was playing the 190-seat capacity Joes Pub in New York under a year ago. Andrew: You didnt put it on the camera, for example, and let the camera see through the lenses so we could experience it at home. We used personalities, different things. ", "Carmine has drastically increased my income and growth in the matter of months. Ive built that up so weve sold 20 million pair. He once sold a used plane for $240,000 that was valued at $190,000 through one magazine ad. Andrew: Yeah. My name is Andrew Warner. Im trying to find an example. Joe: Its listed as this is 50 years old. 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. I cant think of an example right now. And then as an advanced concept, this is called Triggers. Its the psychological triggers that cause a person to buy. And Sugarman advocates addressing your customers objections quickly and directly. Your copy should be organised in a logical order. These words can be used interchangeably, but the concept(No pun intended), remains the same. Im wondering back when you were selling the MagicStat, when you were selling those old computers, before you could just reach out and text and email someone, how did you reach out to people like thermostat customer to understand that they dont like installation, that that was an issue for them, for example? Bye everyone. I point these out to my seminar participants. QVC was a big success. And the former led to the latter as he wrote prolifically and kept learning from those catastrophic early attempts. Entrepreneur and founder of BluBlocker Sunglasses, Joseph Sugarman, died peacefully surrounded by his family in Las Vegas on March 18, 2022. Its everything you need to forget about your bookkeeping, without actually forgetting about your bookkeeping. Andrew: There it is right on your screen now. I dont think I could have sold it without putting in that story. The copy of an ad needs to flow in a logical order. It was a success of course. We made it entertaining. He wittily told readers that hed pay them $10 for every grammar mistake they found in ads. Lose enough and eventually you will win. I'm so grateful for his mentorship and what his online trainings have done for me! Hed have to find a place to sleep near the office so he could go back home to work. Instead of trying to tell you what a great product the MagicStat Thermostat is, were going to tear it apart unmercilessly. And then you go into, When we first saw the MagicStat, we took one look at the name and said yuck. And you just keep going from there. My brother looked around at the house where the wedding would take place and said, This is giant. A co-owner of the Los Angeles Football Club has been charged with orchestrating a scheme to gain control over two investment advisory firms so he and a Joseph Sugarman is a legendary copywriter and bestselling author. Andrew: Why does someone care aboutI know I do, but I dont know why I care. When I became that expert, then ideas would flow to me. How Much Burt Sugarman Earns A Year? From the start of Bidens presidency until July 2022, the economy averaged a net increase of 553,000 jobs per month. That was huge. Every word is going to paint a picture in the customers head. It shows the point that I wanted to make before was youre going along doing what you think you should be doing and all of a sudden youre going 90 degrees in a different direction and thats where you make your success. . Want to Read. But, yours was by far the best of all. Is there something you can do with that? Theres so much maintenance involved its a constant thing. Is it divine inspiration? Would you? net President Joe Biden didn't hold back at the White House Correspondents' Association's annual dinner on Saturday, roasting This is what we know about Jay Sugarman net worth based on a recent study by Forbes and business insiders: Its around more than a couple of million USD. It was really amazing. We lost a couple million dollars on that venture. Every word you use in an advertisement paints a picture in the mind of consumers. Even if youre not musical, you know something is off and it ruins the experience. I learned more from the seminars than the students did. Hint: they found none. Joe Rogan on where Tucker Carlson should go next: "He's really designed for the internet. Here it is. WebBurt Sugarman's net worth is $25 million. I could use those principles and make the newspaper really very, very popular. Thats exactly what I did. Theyll give you a Mixergy exclusive and youll see it right there on the page. Facebook Twitter Pinterest LinkedIn Email, Call Member Services Family & Early Life The USA is where Jay Sugarman was born. So they had cut it out initially and then they bought from it eventually. Joesugarman.net has servers located in Brea, CA, 92821, United States. 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? I really learned a lot just by teaching what I knew. Andrew: Its called Toptal. This means that the individual sections go after each other in a way that makes sense. As a consequence, people saw that. Maybe Rumble makes a deal with him. And in the process, he got his new No. Joe: It happened with me. Hes up there with David Ogilvy, Eugene Schwartz, and John Caples. Level up your income, skills, and growth with my online courses. 7 Marketing Insights I Learned From The Great Joseph Sugarman Web Joesugarman.net ranks 1,666,347globally on HypeStat. Im the founder of Mixergy.com, where Ive interviewed over a thousand entrepreneurs about how they built their businesses. I have so much fun at restaurants. And Stupidly Reasonable Prices. This is because every customer experiences emotions when they need a problem solved. Joe Joe: Yeah. WebWe would like to show you a description here but the site wont allow us. He's 79 years old and for nearly 60 years, Sugerman has dedicated his life to making a living dealing in juke boxes, pinball machines, arcade machines and Not the ion generatorlet me talk about something else. Joe Want to Read. Carmine Mastropierro is a self-growth, marketing, and business coach that helps people transform their income, value, skills, and success. It should do well. Well, he did. Today hes here. Thats cool, but customers dont really care. It was one of the most successful promotions in their history. His virtual assistant did it, but then he realized you know what? Joe: Well, first of all, the product came to me because the company was in trouble and they needed to liquidate it. I would say, Save the product because you never know when somebody in your neighborhood is going to be robbed. Id bring that up, the fear factor. Position your product as the cure to a situation rather than a prevention. Joe: One questionyou didnt spell out Toptal. It's only a matter of time. So, anyway, the third item is to explore life in its fullest. I knew that because I had run other products that required installation and they bombed. If you can align ads with these primal feelings and desires, youll have no shortage of success as a writer. I work at the Four Seasons hotel, but why dont you come out to my property where Im babysitting, so to speak, and its beautiful out here and well do the interview out here. So I said, Okay, fine.. I ran it for seven years. Andrew: I appreciate that. Do you find yourself using some of the triggers on people in person or with people in person? Rather you want to sell a bigger idea about the product. Burt Sugarman net worth: Burt Sugarman is an American television producer who has a net worth of $25 million. Burt Sugarman is a true legend in the world of TV entertainment. Heres a final piece of Joseph Sugarman wisdom: Sugarman states that he had more failures than successes in his career. Theyd be amazed by what they saw, and I would go scream and beg to my parents to please buy me those glasses just so I could see what they saw. The customer needs to harmonize with the ad. Thanks for being on here. He hands me a pair of sunglasses because he saw I was squinting. Sugarman is also a published author with six books to his credit. His first book, Success Forces was published in 1980 by Contemporary Books and he has completed three marketing books based on what he taught at his exclusive seminars--Advertising Secrets of the Written Word, Marketing Secrets of a Mail Order Maverick and Television Secrets for Marketing Success. We were deluged the first day. But theres hope. Do you have a process for remembering what you read, for organizing it? Ive proven that many times, especially with my seminar participants. I was involved with this Batman show. Youve a very good interviewer. Its a long story. Andrew: What are you going to do when someone just pops into your office because they heard your address? He was 83. The second should keep em reading too. 220 George Bush Blvd, Suite D Youve got to have a signature of the customer. I said, Wait a second. WebHe sold a used airplane valued at $190,000 for $240,000 through a single magazine ad. So, I kept doing this. His company, JS&A Group, Inc., soon grew to become America's largest single source of space-age products, and he eventually introduced dozens of new innovations and concepts in electronics during the '70s including the pocket calculator, the digital watch, cordless telephones, computers and a variety of other items. It was helpful and it was one of those books that stuck with me and Im glad to have you on here. Because we wanted to sell our products through the internet. Andrew: Thats 20+ million pairs over how long? Joseph also answers to Joseph H Suger, Joseph Harry Sugerman, Joseph H Sugarman, Jospeh H Sugerman and Joseph Harry Sugerman, and perhaps a couple of other Forget the wedding, this is going to be an amazing experience with an amazing wedding on top of it.. But the point was I made it so you were so curious and one word led to another. ", "Carmine is such a generous man. Is it a notetaking process? The lesson is when we found out that he was a convicted felon, we should have cut our relationship immediately. However, if the copy tells me that these cars keep their value and there is a more affordable way to lease the car, I may be more inclined to follow the path my emotions would lead me down. Joe: Yeah. And copywriting legend Joseph Sugarman describes his first ads as. One that uses simple language and opens a curiosity loop. Seeing as its in the excess of 300 pages, Ill save you some time and sum up some of Sugarmans main writing strategies ahead if you keep reading . Andrew: You know what, I should actually make a note to finally do that. You figure an average of $25 a pair. Lets try it. The bitter pill of failure is often more than most people can handle. Reassuringly expensive was the punchy tagline. People loved it. All of the elements within an ad, whether its direct mail, a landing page, or other material, is to get the customer to read the first sentence. Look back at the BMW example to see this in action. 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. I was very honest about it. It was very successful. People trust you. Is it just as easy as do a background check on your people? We were selling BluBlockers, and I get this letter from this lady in Maui and it says, Dear Mr. Sugarman, I just want you to know that I was looking so forward to getting your sunglasses, but what happened is the UPS guy delivered them to my front porch and my dog chewed them up. 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. We did very well. Andrew: I hit the mute button and I sneezed. I couldnt communicate well. It was very much like running a business. You can see the name of Burt Sugarman in the credits for the shows that go back as far as the early 1970s. It was the bestselling product not only in the insert but that weve ever had. Month: Lloyd Sugarman Ive probably used them a lot. All of them available on Kindle, which is my preferred way of reading it and paper, of course. He says that very product has its own personality and you have to dig deep to find out what it is. Joe Rogan on where Tucker Carlson should go next: "He's really designed for the internet. Its amazing when you stop to think about it, but we essentially smash atoms around in a billion different ways to bring ideas to life, and we do it so casually and so easily, every hour of every day. You ask them, What do you take? We take all of the credit cards. I put it upside down, they walk away. Think about the rhythm of your sentences. . So, we did that. Joe: My office address is 3350 Palms Center Drive and thats Las Vegas, Nevada, of course, 89103. My purpose in life to leave a legacy of helping people live long and healthier lives and I sincerely believe we have the technology and the products to do that now, says Sugarman. They turned an objection about the price into a benefit with just two words. Do you have any f---ing idea how I've done a few other courses and read books, but the access to your feedback has really set this one above anything else.