They asked me if I would help them liquidate it. You need to grab your readers attention with a short sentence thats easy to read. We were selling electronics. When I became that expert, then ideas would flow to me. 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. He used to go to work and not come back homeactually, he would finish work I think past midnight. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Hey you. This means that the individual sections go after each other in a way that makes sense. Someone showed up at his house. I learned more from the seminars than the students did. In 2020-2021, his net worth has grown rapidly. Trust is another issue, another trigger. And in order to know what would appeal to both parts of my brain, you would need to have discovered my motivations. Some of my best ads I wrote once, made a few little corrections and boom, it took off. Yeah. Level up your income, skills, and growth with my online courses. My second sponsor is a company called Bench. 2 outside Andrew: Its called Toptal. Joe: Wow. I look around its absolutely drop dead gorgeous, beautiful place. You do have a website, dont you? He signs up. I have some beautiful examples of their success. Burt Sugarman In fact, he mentions this in The Adweek Copywriting Handbook: Joseph Sugarman believed in selling a cure and not a prevention. I found that to be true. ", "Carmine has drastically increased my income and growth in the matter of months. Burt Sugarman Net Worth A household name (if your house is actually an advertising or copywriting Joseph Sugarman In other words, if you have an opportunity to do something unusual, go ahead and do it. Sugarman states that yes, you need to include features and benefits, but each sentence needs to flow into the next and thats your main aim. Andrew: Are you giving me your credit card number? Joe: Well, I sold my property in Maui, beautiful property which I had for 22 years. Youre right. The more you do, the more things you do, the greater the insight that you can get and more creative you can become. You can bring in greed. He was 83. Ive proven that many times, especially with my seminar participants. I was very honest about how bad it was. We took the garbage that she sent. Joe: I spent 22 years improving the property and making it even more beautiful than it was back then. Sugarman would spend days poring over a product and its components. It was so difficult to sell. I dont remember it either. Why do I care about how you discovered the BluBlocker sunglasses? As soon as they are shaking their head in disagreement or not understanding what youre saying, the sale is lost. Whats that doing here? Joe: Its listed as this is 50 years old. There are a few exceptions. How would you understand why someone rejected one of your ads? 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 Andrew: What are you going to do when someone just pops into your office because they heard your address? All right. Well, I was in electronics. President Joe Biden didn't hold back at the White House Correspondents' Association's annual dinner on Saturday, roasting What was going on? Joe: My office address is 3350 Palms Center Drive and thats Las Vegas, Nevada, of course, 89103. Once again a concept or bigger idea is used. He wasnt really satisfied. It was one of the most successful promotions in their history. Magical Branding. Andrew: Is that house the house that BluBlockers built? Next time youre writing copy for any advertisement, try to make the first few sentences as short as possible. If you're a premium member, you can save your likes. He launched his direct mail agency JS&A Group through writing ads by hand and has no shortage of amazing feats in advertising. So his ad needed to position the product as the best option on the market. Andrew: It was something about the MagicStat maybe and its okay if you dont remember. We were in those publications. Not only that but changing a single word can often increase the conversion and response rate of an ad itself. Like Discords lovely and lyrical homepage copy: Your copy should be compelling. Instead, you see similar products that claim they will make the customer lose weight, get toned, and get a flat stomach in no time. My brother looked around at the house where the wedding would take place and said, This is giant. He makes no outlandish promise about reliability and invites the reader to be the judge, showing implicit trust in their shrewd intelligence. He hires the second developer. Im cringing thinking of mine. They offer a no-risk trial period. He said that keeping track of revenue and expenses was becoming really painful. Andrew: Let me break that down. Thanks, Joe and thank you all for being a part of Mixergy. Thats the case with BluBlocker. 866-879-2924 (Toll Free) Joesugarman.net has servers located in Brea, CA, 92821, United States. I fly back to Chicago, my hometown. You wasted my time to read that ad, but I want you to know how compelling that copy was. So I really appreciated that. 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. Thats funny, but I never figured it out. They all tell a story and have an emotion behind them. But how would you understand that people were intimidated by installing a thermostat? And copywriting legend Joseph Sugarman describes his first ads as. . But not everything could be a winner. Joe: Its because like I have one home right on the ocean, because youre on the ocean youve got all that salt spray. It was a success of course. Furthermore, a customer that is advertised a prevention-oriented product wont be as likely to spend as much. Joe: I had a line of health products, stem cell products that helped your skin, that prevented pain, supported your being. I discovered infomercials. You knew what people felt about how tough it was to put this thermostat in their house. 220 George Bush Blvd, Suite D I would havethe infomercial was very much entertainment. Its everything you need to forget about your bookkeeping, without actually forgetting about your bookkeeping. Its easily one of the top 5 books on copywriting. I read the whole thing. He also spoke at two other Atlanta Chabads on subsequent nights. The one you love is going to love.. 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. He sold thousands of grapefruits. But it was a story. And that should be as a result of both style and content. And Sugarman advocates addressing your customers objections quickly and directly. I go there. Joe: We were very successful, by the way, with that MagicStat Thermostat. Let me give one exception that was a great success. Joe: You can check with eBay, sometimes this thing is worth $30 to $50. WebWe would like to show you a description here but the site wont allow us. This will allow you to map out all of the major points, questions, and objections you will be covering. Over 20 Million Sold: The Inside Story of a Marketing Fortune! 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. ", "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: Yeah. Required fields are marked *. So many businesses unfortunately only write copy that explains the factual pieces of information about an item. Your bathroom scale is like a report carda feedback mechanism that tells you how well youve done.. 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. 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. So I did an infomercial. Forget the wedding, this is going to be an amazing experience with an amazing wedding on top of it., I looked at the house and I immediately zeroed in on the bookcase and I said, Hey, thats Joe Sugarmans book. Where do we mail for that? (561) 278-5557 or (866) 879-2924, Copyright 2023 American Writers & Artists Institute, FREE TRAINING The Best Niche for New Writers, One Dollar to Try But This Ends TONIGHT, Today Only! So storytelling, why is storytelling so great? For more on this, take a look at the Hierarchy Lens from our unique quality assurance methodology, the 13 Lenses. Like this guy, he doubled his response as a consequence. Joe: Handbook, Im sorry. We used personalities, different things. So, as your reward for making it to the end. You need to tap into both the prospects primal brain and their rational brain. T-O-P-T-A-L, Top as in top of the mountain, Tal as in talent. If you suspect somebody as being not right, dont deal with them. 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. Forget the wedding, this is going to be an amazing experience with an amazing wedding on top of it.. They start reading it and theyre curious and they keep reading it and keep reading it. The ion generator was a big success. Joe: Not as big as Tony Hsieh, but were happy with it. Copy that sells a winning concept will originate from a powerhouse brand strategy. One example he gives is regarding the burglar alarm mentioned above. More importantly, how you, my listener can do that. Thats why its extremely important to make sure that the introduction to any ad is irresistible. This gets the customer in the headspace of acceptance which is exactly where you want them when you tell them to buy later on. Joe: Oh my goodness. In the United States, 82 years old Sugarmanns net worth is presently estimated to be over 100 million dollars. I just became an expert in that particular area. 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. Books by Joseph Sugarman This is his home where were doing the wedding. I said, Yeah, I know him. I just happened to be driving down the 405 in Los Angeles and I was with a friend of mine. Hes the real deal. Joe: Ill give them one. I've done a few other courses and read books, but the access to your feedback has really set this one above anything else. ", "Carmine is such a generous man. He could have hired a bookkeeper, but the problem with a bookkeeper is youve got one pair of eyes, one person looking at it. Andrew: Did you trying to follow up the sunglasses with something else that didnt work? Andrew: There it is right on your screen now. 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. Who is Joseph Sugarman? The decrease in his net worth is primarily due to his recent divorce. They sell our sunglasses all over the world, actually. Login or become a premium member. Storytelling is very, very powerful. I am not interested now in a thermostat. Joe: Right. He talks to the other, hes amazing. Id love to hear a professional ad writers feedback on my ad reading. The blue goes to the blue, and youre in business and youll have all the benefits of this product, which are numerous and theyre going to love the benefits. Joe Rogan on where Tucker Carlson should go next: "He's really designed for the internet. Joe: Yeah. Its a long story, but Ive got thousands of these cards left. I point these out to my seminar participants. They couldnt wait to get the copy in the mail. Joseph Sugarman is one of the most epic copywriters thats ever lived. Weve never seen so much grass, and then the grass ends in the ocean, which is even more beautiful. Andrew: I see. I wasnt in sunglasses. 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? This whole interview is sponsored by two great companies. So he goes to Toptal. If somebody you dislike offers something thats too irresistible, its hard to say no. Im telling people if they want to hire developers, they can go to Toptal. You bought them for $250. I get up and the first slot, I sold all 20,000 pair. 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 really appreciate your input. People loved it. It was very much like running a business. I have so much fun at restaurants. Andrew: That part I get. In an ad for a digital scale, Sugarman uses some smooth syntax: Losing weight is not easy. I couldnt communicate well. I noticed your first response came in the form of a story. The red goes to the red. For like three days I did a three-day seminar. I had it for about 22 years. Begin writing for money and enjoying the writer's life with AWAI. Giants general manager Joe Schoen decided to trade up Thursday night during Round 1 of the 2023 NFL Draft. NFL Draft 2023: How Giants Joe Schoen mapped out Deonte I was very honest about it. How did you figure out what to do to make it interesting? How Much Burt Sugarman Earns A Year? We were the first ones to introduce many of these innovations in electronics. He saw my ads and he says, I want to find out what the real secret is.. 7 Marketing Insights I Learned From The Great Joseph Sugarman 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. Oatly tugs at emotions whilst delivering some facts about their product to back up those feelings. And then as an advanced concept, this is called Triggers. Its the psychological triggers that cause a person to buy. He then spent over three years in Germany where he served with the Army Intelligence Service and later with the CIA. Your copy should be organised in a logical order. This is normally done by elaborating on the benefits of the product rather than its features. What do I have to lose?. What they do is organize peoples books. Upon signup, youre paired with a team of dedicated bookkeepers who understand your business and use simple, intuitive software to balance your books. Andrew: Joe, what do you think of this storytelling thing? Theyre annotating them. Andrew: What was the funny story, acquiring it or selling it? We were on QVC for 20 years. Andrew: I thought I could go to Amazon and buy BluBlocker sunglasses, no? It required a little bit of installation. And dont try to trick them or scare them into taking action. It had made him millions, literally millions. Heard of Stella Artois famous campaign in the 80s? 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. Andrew: Yeah. Joe: Thats a good point. Youve got to have a signature of the customer. I said, Wait a second. He says, Joe, what do you think? And I said, My god, this is terrific. Andrew: I have a friend whos now selling his companys stuff, his software and partnerships with them to Google and Facebook and other companies. Joe These words can be used interchangeably, but the concept(No pun intended), remains the same. You figure an average of $25 a pair. Its a long story. In other words, like you said, you were so curious what was it like to look through those lenses. In Sugarmans catalogue ad for a burglar alarm he includes this copy under the header YOU JUDGE THE QUALITY., Will the Midex system ever fail? Joe: Well, I guess acquiring it was easy because I had the money from my BluBlocker experience. 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. Youve got to remember too, I wrote that ad within a day or so after I received the pair. They block all the blue light. He gives me this whole pitch. See more ideas about print ads, copywriting ads, ads. Andrew: Ive been looking at some of your ads because people still post them online as I think I might have sent to you or to Debbie. The second should keep em reading too. The results were fantastic. If that person happens to take off because theyre sick or they have other projects they want to do, you have zero bookkeepers. Red wine might bring up memories of dinners with your family. Joe: If you want, you can send me a stamped, self-addressed envelope and everybody that does, I will send them a Batman card. Each product introduction was made in large, full-page advertisements, which became the recognized signature of his creative work. We did very well. And thats exactly what your product does: it solves a problem. I read his story and I said, You know, I could apply these same principles that I taught at my seminar. You never want to sell a product or service. This is such a great opportunity. Ill give you my credit card number over the phone? So, we think, Okay. People get kind of hooked. If you get the customer saying Yes while reading an advertisement, they will be more likely to say yes to the sale. Exactly. Joe Sugarman I was not interested in a thermostat. While customers will commonly justify a purchase with logic, its based on more primitive and deeper emotion. Paint a picture of your prospects ideal outcome. Dane Maxwell, a guy from my audience just flew out to his house said, Ill do whatever you need. Ex-Mobster Thrills Chabad With Storied Past Ive got two months to get them made. You wont see this. Facebook Twitter Pinterest LinkedIn Email, Call Member Services Joe: Yeah. People absolutely trust you. He was 83. One of the few pleasures of losing weight is stepping on your bathroom scale and seeing positive results. Andrew: Whats one of those triggers, for example? Think about the rhythm of your sentences. 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? So we created this infomercial. How will they reach the end where you ask for the sale? His CTO, the guy whos in charge of managing the code at the site says, This guy is so good, he can do my job. And now, Derek Johnson, who signed up for Toptal has hired the developer from Toptal for more than full-time, and the two of them are working together and continuing to produce great products. Andrew: Which of your ads were you proudest of that looking back, you feel like, This is the one that I would like to be remembered for?. Web Joesugarman.net ranks 1,666,347globally on HypeStat. In 1991, he won the prestigious Maxwell Sackheim award for his creative career contributions to direct marketing. 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. Im really grateful to them for sponsoring. We sold out the first day. Giants general manager Joe Schoen decided to trade up Thursday night during Round 1 of the 2023 NFL Draft. Youve a very good interviewer. So they had cut it out initially and then they bought from it eventually. Founder of BluBlocker Sunglasses, part-time Maui resident, The one for BluBlocker, I tell the story of how I discovered it. Mary, his wife, has a net worth of around 100 million dollars. If you can tell a story around your product or service or how you discovered the product, thats what we do with BluBlocker. 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. As a consequence, people saw that. 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? Why do they care? The total combined net worth of this years billionaires is $8 trillion, down from $8.7 trillion in 2020. Joe Youd be perfect for that shoot. She said, Okay. ' I put that in there. Joshua Suherman Net Worth 2023: Money, Salary, Bio Your prospect will sniff out any manipulation and then youve lost them. The customer needs to harmonize with the ad. It ran for 10 years. You know this of course. I remember as a kid watching them on television. You might irritate some grammar scholars, but customers wont mind. I ran it for seven years. Reassuringly expensive was the punchy tagline. Tip #7: Understand the nature of the product. I bought the newspaper. 7 Lessons From The Legendary Joseph Sugarman - Neil Patel Steven Sugarman Net Worth ARE YOU THINKING OUTSIDE THE BOX WITH YOUR COPY CHOICES? President Reagan just allowed the FCC or FTC to allow those. 4.11 avg rating 1,222 ratings published 2006 17 editions. ", "Over the past 2 years I've bought dozens of other copywriting courses including Dan Loks High Income Copywriter. Ive got another house up for sale. Burt Sugarman Net Worth . 7 Epic Joseph Sugarman Copywriting Strategies and Examples 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. Andrew: Right. It was the bestselling product not only in the insert but that weve ever had. Andrew: You know what, I should actually make a note to finally do that. I think that book was The AdWeek Copywriting Handbook.. The goal of the first sentence is to make the customer reader the second sentence and so forth. He once sold a used plane for $240,000 that was valued at $190,000 through one magazine ad. 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. Hed hire an ad agency and theyd do the job for him. We sold them for something like 10 years. He is more known for his work behind the camera, as a TV producer. Andrew: Which of your books is a good first book to read for someone who wants to learn your writing process? Instead, Joe, he did 20 interviews, then 30 interviews looking for the perfect developer to hire for his company. Ive got the address and if you guys didnt write it down, just let us know and well add it to the comments. But we had this other product which was a burglar alarm. 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. Why did we get off of those? The list goes on. Andrew: At its height, how much did BluBlocker generate in revenue? Joe: Yeah. Joe: Yeah. More Ways to Contact Us , Begin writing for money and enjoying the writer's life with AWAI! We were in Walgreens for almost 20 years selling at retail. Andrew: Hey, everyone. Finally, I sold it to the local daily newspaper, the Maui News. He says that very product has its own personality and you have to dig deep to find out what it is. That was a lot of fun. I hired a sales staff to go out and sell. From the start of Bidens presidency until July 2022, the economy averaged a net increase of 553,000 jobs per month.
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