Joe: Well, yeah, BluBlocker was a big success. I had to break the law, so to speak, to find out. So I said, Let me know. So we did the interview, and then about a month later I get a call. Where do we mail for that? People loved it. But anywaywhere was I going? ARE YOU THINKING OUTSIDE THE BOX WITH YOUR COPY CHOICES? Joe: Well, I guess acquiring it was easy because I had the money from my BluBlocker experience. Steven Sugarman BANC stock SEC Form 4 insiders trading We established a sales volume. Want to Read. 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. For more on this, take a look at the Hierarchy Lens from our unique quality assurance methodology, the 13 Lenses. Joe: Handbook, Im sorry. Joe: Ill give them one. Think about the rhythm of your sentences. Andrew: I want to ask you about how you said you knew that people didnt like the name. Theyre copying them by hand. Chabad Intown blew off the doors on Jan. 15 with an atypical historian, storyteller and ex-mobster Myron Sugerman. They introduce him to 2 developers, not 20 or 30. Every word you use matters. And theyve continued to bang the quality drum with their current website copy. How did I feel when I put them on? I created this for the Batman show back 50 years ago. How do you come up with this stuff? You can do it yourself. They all tell a story and have an emotion behind them. He was one of the first advertisers to accept credit cards over the phone, pioneering a lot of the direct advertising we see today. It was really amazing. WebJoseph Sugarman became one of the most successful direct marketing copywriters of the last century. The results were fantastic. Each month youll receive tax-ready financials that give you a snapshot of the financial health of your business and make filing taxes a breeze. I had to bring in extra operators, everything to take orders. But most importantly, every great ad is based on emotion. In the United States, 82 years old Sugarmanns net worth is presently estimated to be over 100 million dollars. The list goes on. Thats probably one of the strongest triggers that we have and that is storytelling. 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. Position your product as the cure to a situation rather than a prevention. Yeah. You need to tap into both the prospects primal brain and their rational brain. You do have a website, dont you? QVC was a big success. That's a combined net worth with his wife, Mary Hart. The designer's estimated net worth is about $700M. Youre a smart cookie. Heck, the best copywriters can still be persuaded and harmonized with an advertisement! He hires the second developer. Your email address will not be published. Its a collectible. The other thing I have, the other principle I have thats really importantby the way, all these principles apply to social media and to the internet, all the principles apply and theres no exception, really. You cant hire someone with a trial period of up to two weeks. Greed plays a big role. She says, I cant begin to tell you how Im impressed with your service and how good you are and how nicely you handled my request. So she says, Please let me know if theres any way I can help you. I said, We were going to come to Maui to do a shoot. Im preparing an eight-page catalogue for United Airlines, eight pages, one of the pages dropped out because the company went bankrupt. This sucks the reader into the copy and they cant help but flow through the remaining ad. 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. WebBurt Sugarmans net worth is $25 million. 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. Begin writing for money and enjoying the writer's life with AWAI. Your prospect will sniff out any manipulation and then youve lost them. This will allow you to map out all of the major points, questions, and objections you will be covering. Thats really a funny story because I just recently sold it. I look around its absolutely drop dead gorgeous, beautiful place. Joseph Sugarman became one of the most successful direct marketing copywriters of the last century. Paint a picture of your prospects ideal outcome. Connect with your prospects desires and pain points. We made it entertaining. Instead, you see similar products that claim they will make the customer lose weight, get toned, and get a flat stomach in no time. I read once that you said your first draft would be worse than maybe even some of your students, but you keep rewriting it. Hed have to find a place to sleep near the office so he could go back home to work. Why are you giving this away for free? Your email address will not be published. No product is perfect, but judge for yourself. Sugerman, who was Pretty soon if you get past the second or third paragraph, youre going to read the whole ad. All components used in the Midex system are of aerospace quality and of such high reliability that they pass the military standard. So I went from selling electronics to all of a sudden my focus was totally not on BluBlocker sunglasses. saving. In order to build a curiosity, I start knocking the product, calling it stupid, calling the name stupid, really blasting the product.. Joseph Sugarman is a legendary copywriter and bestselling author. He makes no outlandish promise about reliability and invites the reader to be the judge, showing implicit trust in their shrewd intelligence. A household name (if your house is actually an advertising or copywriting agency). Please enter your email address to continue. Catalogues literally becameit started a whole revolution. And in the process, he got his new No. Thanks for liking this post. Unfortunately, our scientist, who was a felon, we didnt know, really misled us. Heres the URL. Joseph Sugarman is one of the most epic copywriters thats ever lived. So, anyway, the third item is to explore life in its fullest. It was selling like crazy. Andrew: Yeah. Want Sales Copywriting that Snags, Compels and Converts. Otherwise it might sound like Top Towel or something and what does a towel have to do with this? Joe: You can check with eBay, sometimes this thing is worth $30 to $50. He says, Joe, what do you think? And I said, My god, this is terrific. Andrew: All right. Concept, brand, position. Lets try it. And he happened to write a book on copywriting that has become a classic. And Stupidly Reasonable Prices. Well, the Bears won. But the point was I made it so you were so curious and one word led to another. You wont see this. Now with the internet, its so much easier because first of all, you can test very inexpensively. Go sign up and Im looking forward to talking about you in a future Toptal ad there. I read every book I could read on copywriting, marketing. Joseph Sugarman, The Adweek Copywriting Handbook The world is overflowing with ideas, hell, the world is made from ideas. And copywriting legend Joseph Sugarman describes his first ads as. Joseph Sugarman believed that the first sentence of your copy should be short because its easier to read and creates fewer obstacles. 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. Theres so much maintenance involved its a constant thing. Andrew: Is that house the house that BluBlockers built? And then as an advanced concept, this is called Triggers. Its the psychological triggers that cause a person to buy. Its called Bench.co. Id have different columns. Joe: What did I put in there? He said this is an honest to god human bookkeeping system that manages your books using humans with software to help the humans but theyre real people keeping track of it. This is why you dont see weight loss pills aimed at preventing weight gain from occurring, for example. Explore my online courses to take your value, income, and growth to the next level. Joe: Yeah. The funniest letter Ive ever received came from this woman who said, I read your ad in The Wall Street Journal or whatever it was and I just want you to know I could not stop reading it. And my two sponsors, which Im grateful for are the company that will help you hire great developers. When you say that you read a lot about advertising, a lot of people read about a topic that theyre fascinated by. We were the first ones to introduce many of these innovations in electronics. He launched his direct mail agency JS&A Group through writing ads by hand and has no shortage of amazing feats in advertising. Andrew: I have a friend whos now selling his companys stuff, his software and partnerships with them to Google and Facebook and other companies. Its called Toptal. You mightve thought of hot weather and oranges when thinking of the state of Florida. See more ideas about print ads, copywriting ads, ads. So, theyve got a special URL where they can keep track of how well Im doing for them and where they can give you a discount. how is it spelled? 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. Ive probably used them a lot. It needs to be interesting, unique, and most importantly, short. ", "Over the past 2 years I've bought dozens of other copywriting courses including Dan Loks High Income Copywriter. People dont realize that television is an entertainment media. You can see the same thing being done by every luxury brand in the world. Is that why its effective? This is because every customer experiences emotions when they need a problem solved. Welcome, robot overlords: The best AI tools for copywriting in 2023, Copy By Committee: why the world would be a better place without it. The more you write, the more successful you become. I bought the newspaper. I knew that because I had run other products that required installation and they bombed. You knew what people felt about how tough it was to put this thermostat in their house. Whats that doing here? He ran the ad. Bless you. Each product introduction was made in large, full-page advertisements, which became the recognized signature of his creative work. Reassuringly expensive was the punchy tagline. I noticed your first response came in the form of a story. Andrew: It was something about the MagicStat maybe and its okay if you dont remember. 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. Youve got to have a signature of the customer. I said, Wait a second. ", "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. Joe Rogan on where Tucker Carlson should go next: "He's really designed for the internet. That was his project. I was very honest about how bad it was. Joe: My office address is 3350 Palms Center Drive and thats Las Vegas, Nevada, of course, 89103. Hed hire an ad agency and theyd do the job for him. Joe: Yeah. In 1971, after six years of running his own ad agency, he saw micro-electronics as an exciting opportunity and formed a company to market the world's first pocket calculator through direct marketingall from the basement of his home in Northbrook, IL. Im either in Maui or Im here in Las Vegas. So whats the real key? The way that started was wed get calls for our electronic products on the phone and they were from people who were going on a trip and they couldnt wait to send in the coupon with their signature and wait for us to ship the product. A good friend of mine, Tony Hsieh from Zappos, did $1 billion a year in selling his shoes just through the internet. Joe: You mentioned I used to teach a seminar. Use statements and questions that will get customers nodding their heads in agreement. Joe: Wow. For example, what do you feel or think of when I say the following words? Joe Bidens Net Worth. You figure an average of $25 a pair. My sister said, You know that guy? He was starting to make money from a lot of different teachers, a lot of different customers. Joe: Oh my goodness. They said, Mr. So, okay. Ill help out just so I can learn from you, and ended up being there. Oatly tugs at emotions whilst delivering some facts about their product to back up those feelings. People trust you. So Im kind of taking it easy for a while. Andrew: I see it here. And Joseph did it a humorous way that showcased his personality and unique writing style. Andrew: Hows that gone for you, the internet? I have a lot of fun with these and I pass them out to people. The one for BluBlocker, I tell the story of how I discovered it. It should do well. Well, he did. But Sugarman puts a slightly different spin on it. In 1979, Sugarman was selected as the Direct Marketing Man of the Year in New York. Yeah. Theyre very helpful because once you start writing copy and you start picking up some of these psychological triggers, you get motivated to buy. That was that people would tear out the ad from the magazine and then months later order the product. 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.. My competition, my competitors, I was always friendly with them. And dont try to trick them or scare them into taking action. Very good point. Use short and choppy sentences to make advertisements easier to digest. Thank you ", "Thanks so much for your course - its full of great tips and is really helping me push myself that step further. Since they desire it more, the customer will also be willing to spend more of obtaining the cure.. As a consequence, people saw that. Andrew: I see. Your bathroom scale is like a report carda feedback mechanism that tells you how well youve done.. This is his much talked-about house, by Michael Haverland and then Stelle Lomont Rouhani, before completion. I could use those principles and make the newspaper really very, very popular. Thats exactly what I did. He was playing the 190-seat capacity Joes Pub in New York under a year ago. We had this ion generator. If you can entertain your customers, theyll keep watching. 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? I want to find out how he did this, how he built up his business. The funny part about it was that we were making a nice profit on that as well. Joe: Its because like I have one home right on the ocean, because youre on the ocean youve got all that salt spray. I want to find out where his creativity comes from and how I could express that kind of creativity too. Ive got another house up for sale. Jay Sugarmans Philadelphia Union $1 is worth $17.67 dollars today. DETAILS BELOW. And copywriting legend Joseph Sugarman describes his first ads as horrible. Thats how we spread the word. Im talking about sizing, materials, colors, etc. You can charge more for the product and there is increased desire when a problem needs to cured. This is his home where were doing the wedding. I said, Yeah, I know him. 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. 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. They turned an objection about the price into a benefit with just two words. Why is this? Lloyd Sugarman Providence, Rhode Island Franchises: 15 Johnny Rockets units Annual Sales: $24 million No. And in the process, he got his new No. Of course that applies to the internet as 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 and weve never seen so much grass. Im looking for it online right now. I put them on and I stopped squinting. You mentioned earlier that you didnt have any experience with television but you decided not only to create your first infomercial but to also star in it. So I called up my friend and I said, Those astronaut sunglasses that youve got, please, could you send me a pair? Joe: I spent 22 years improving the property and making it even more beautiful than it was back then. In 1987, Sugarman became Johnny Rockets' first franchisee, building five top-revenue locations in San Francisco. We were providing a service that people really appreciated. The catalogue industry just grew dynamically from that point on. 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. Andrew: Are you giving me your credit card number? The wires are all color coded. The company later focused on selling those BluBlocker sunglasses I mentioned earlier. ', 'Not many people are willing to give failure a second opportunity. ' I put that in there. 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. Ive got two months to get them made. You can always Google. Upon signup, youre paired with a team of dedicated bookkeepers who understand your business and use simple, intuitive software to balance your books. Joe: Times have really changed. One of the things thats one of my triggers is honesty. One of the few pleasures of losing weight is stepping on your bathroom scale and seeing positive results. The estimated Net Worth of Steven Sugarman is at least $5.02 Million dollars as of 16 August 2016. I've done a few other courses and read books, but the access to your feedback has really set this one above anything else. . So, we did that. Members help make our journalism possible. I would write stories about different people. WebShowing 27 distinct works. Okay. Andrew: To teach the people at Google how to write more effective ads, even people who have incredible stats but they want you to do it for them and teach them? It ran for 10 years. Theyll give you a really good price. So I bought it right away. People are going to read that, especially people who are frustrated with the talent they have. I cant think of an example right now. It was a success of course. Joe: Well, it depends. They were blown away. Would you? You were selling them for $400, which was still much cheaper than people expected. Burt Sugarman is an American film and television producer who has a net worth of $100 million. Andrew: Hey, everyone. 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). People would put the BluBlockers on. You never knewdirect marketing is very counterintuitive. Provides CEO, CFO, Director and Chief Executives trade reports, independent equity research, and stock screening. I am not interested now in a thermostat. But theres hope. With Bench, you get a professional bookkeeping team to do your books for you and our simple, elegant software to review your finances. Its in my book. Its easily the best material Ive ever read on copywriting and transformed me as a writer. He started this bingo card creator. joesugarman.net Profile Title:The Who is Joseph Sugarman? If the Bears win, were going to cut the price in half and if the Bears lose, well sell it at full price. It required a little bit of installation. He could have hired a bookkeeper, but the problem with a bookkeeper is youve got one pair of eyes, one person looking at it. His company, JS&A Group introduced dozens of new innovations, including the pocket calculator, the digital watch, cordless telephones, and computers sold through ads to what I think must have been skeptical audiences who were by the end of the ad so convinced to buy it that they pulled out their credit cards and bought. 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. I cant think of anything right now. Instead, Joe, he did 20 interviews, then 30 interviews looking for the perfect developer to hire for his company. Joe: Well, I sold my property in Maui, beautiful property which I had for 22 years. Ive proven that many times, especially with my seminar participants. Because we wanted to sell our products through the internet. T-O-P-T-A-L, Top as in top of the mountain, Tal as in talent. Im going to listen to what Andrew says. To get you to read the next one. Copy that sells a winning concept will originate from a powerhouse brand strategy. Look back at the BMW example to see this in action. If you buy this right now, instead of paying $100, your cost would only be $50. You wasted my time to read that ad, but I want you to know how compelling that copy was. So I really appreciated that. Andrew: Makes sense. ' He finds by admitting that he doesnt know everything about what hes about to tell them, it takes away the hammer they want to beat him over the head with and it allows them to accept that the rest of what hes saying is truthful and hes not coming to pump himself up. sort by. He wrote this long blog post about how he decided to switch to Bench. In 2020-2021, his net worth has grown rapidly. We sold out the first day. He was 83. Its called Toptal.com/Mixergy and the second one is a company that will do your books for you. Its everything you need to forget about your bookkeeping, without actually forgetting about your bookkeeping. But we had this other product which was a burglar alarm. Joe: Yeah. Remember I said we sold 100,000 pair in six months. It was just an eye-catching book cover. When I became that expert, then ideas would flow to me. I couldnt communicate well. Joe: If you want, you can send me a stamped, self-addressed envelope and everybody that does, I will send them a Batman card. The guy is living in a different country. 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. Hes an American living in Japan. Is it divine inspiration? . If you can tell a story around your product or service or how you discovered the product, thats what we do with BluBlocker. Listen to what students and people I've worked with have said. It was probably the best job I had in my life. How will they reach the end where you ask for the sale? Published on April 29, 2023 11:01 PM. BluBlocker sunglasses, that was my total focus. If you get the customer saying Yes while reading an advertisement, they will be more likely to say yes to the sale. Joe Rogan on where Tucker Carlson should go next: "He's really designed for the internet. Joseph Sugerman lives in Beverly Hills, CA; previous city include Los Angeles CA. I said, This sounds terrific. Its from these failures that I learn things. You ask them, What do you take? We take all of the credit cards. I put it upside down, they walk away. Its an interesting story. He is considered as a true legend in the field of TV entertainment. Why do I care about how you discovered the BluBlocker sunglasses? I remember as a kid watching them on television. But I wouldnt ignore the fact that I dont have 100k to spend on a flashy car. Furthermore, you need to answer questions in a logical order as the customer would ask them. Andrew: BluBlocker.com for sure and of course people can see it on Amazon if they want. Why did we get off of those? Is it just as easy as do a background check on your people? Celebrity Net Worth pegs Bidens estimated net worth at $9 million, however. If you're a premium member, you can save your likes. If you start like this, thats fine. Andrew: Which of your books is a good first book to read for someone who wants to learn your writing process? In 2005 a group of scientists presented Sugarman with a series of bio-tech compounds that utilized the latest peptide and stem cell technology in helping to expand the life span of the human race. Once again a concept or bigger idea is used. Andrew: Did I say the AdWeek Copywriting Manual? Its the AdWeek Copywriting Handbook.. While customers will commonly justify a purchase with logic, its based on more primitive and deeper emotion. You certainly covered that and you saved a lot of time by cutting to the chase. With the important messages first. Level up your income, skills, and growth with my online courses. Heres a final piece of Joseph Sugarman wisdom: Sugarman states that he had more failures than successes in his career. But you were basically taking a position saying, Heres the team thats going to win. I get up and the first slot, I sold all 20,000 pair. If they dont read the first sentence, how will they read the second? Is it some other system you have? Remember the first piece of copy you wrote? Andrew: Whats one thing that you did that helped sell the newspaper? Andrew: I hit the mute button and I sneezed. Ill get them made. So we did that. We used personalities, different things. 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 Is it AdWeek Copywriting Manual? I really learned a lot just by teaching what I knew. So I did an infomercial. Thats in addition to a no-risk trial period of up to two weeks. That means you know them and their motivations and youre connecting with their pain points and desires. Well, I was in electronics. Perhaps price, or some specific feature. Andrew: Let me break that down. For like three days I did a three-day seminar. Furthermore, a customer that is advertised a prevention-oriented product wont be as likely to spend as much. You delivered. He said, This is not my life.
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