2023. But theres hope. Andrew: I have a friend whos now selling his companys stuff, his software and partnerships with them to Google and Facebook and other companies. Is it AdWeek Copywriting Manual? Joe: Well, thats a good point. We were selling electronics. He says, Joe, what do you think? And I said, My god, this is terrific. 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. Purchasing your course and coaching was a great decision. When you say that you read a lot about advertising, a lot of people read about a topic that theyre fascinated by. I just became an expert in that particular area. Andrew: At its height, how much did BluBlocker generate in revenue? So we created this infomercial. 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. Where are Joesugarman.net servers located in? He then describes the features that ought to give the reassurance he doesnt want to promise. Keep doing a lot of writing and youll get better and better at it, and thats what happened with your students. They asked me if I would help them liquidate it. (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! 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 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. 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. These words can be used interchangeably, but the concept(No pun intended), remains the same. We were on QVC for 20 years. 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? Since they desire it more, the customer will also be willing to spend more of obtaining the cure.. It was very much like running a business. Look back at the BMW example to see this in action. Sugarman says your prospect should feel in harmony with your copy. I remember what I was going to tell you. Your email address will not be published. Do you have any f---ing idea how big that would be?" I've done a few other courses and read books, but the access to your feedback has really set this one above anything else. It needs to be interesting, unique, and most importantly, short. Theyre annotating them. He talks to the other, hes amazing. Joe: Ill give them one. I want to find out how he did this, how he built up his business. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Joe: It happened with me. But it was a story. My second sponsor is a company called Bench. Joe: Okay. You were selling them for $400, which was still much cheaper than people expected. So I went out to this place called Makena, the town. It was just a pair of sunglasses. I said, Okay. joesugarman.net Profile Title:The It would have saved us a fortune and it turns out that there wasthe one thing Ive learned in life is you only deal with really good people. Want to Read. But first, let me do my ad. He went back home and he wrote his ad and he sent it to me. So this book, it goes into the all the various points. Joe: Thank you. Your bathroom scale is like a report carda feedback mechanism that tells you how well youve done.. Andrew: What are you going to do when someone just pops into your office because they heard your address? Family & Early Life The USA is where Jay Sugarman was born. Then I get a call from AT&T. of Associates: 425. Joe: Yeah. I cant think of anything right now. Joe: Its listed as this is 50 years old. $100,000 - $1M. I remember as a kid watching them on television. Theyre copying them by hand. Ill help out just so I can learn from you, and ended up being there. A great example of this is when Cycle magazine sent an advertisement to Joseph Sugarman himself. But heres the catch They used his EXACT design and copy style to grab his attention. While it couldve greatly backfired, Joseph found it entertaining and bought ad space in their magazine. WebApr 21, 2019 - Explore Richard Nguyen's board "Print ads - Joseph sugarman" on Pinterest. Joseph Sugarman also called this harmony. He didnt want to make any mistakes. You want to have a subheadline that causes you to read the first sentence in the copy. For more on this, take a look at the Hierarchy Lens from our unique quality assurance methodology, the 13 Lenses. I think that book was The AdWeek Copywriting Handbook.. 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. Paint a picture of your prospects ideal outcome. You up for that? Andrew: The property. And the former led to the latter as he wrote prolifically and kept learning from those catastrophic early attempts. Every word you use matters. He ran the ad. The ion generator was a big success. Each product introduction was made in large, full-page advertisements, which became the recognized signature of his creative work. Well, theres someone who I interviewed who knew me for a long time who sat there and said, Im not going to follow what Andrews saying. For a long time he did not believe for some reason. Joseph Sugerman lives in Beverly Hills, CA; previous city include Los Angeles CA. We were advertising in just about every magazine you could thinkWall Street Journal, Playboy, you name it. Concept, brand, position. I do not know why. Mary, his wife, has a net worth of around 100 million dollars. We were the first ones to introduce the digital watch. Joe: Well, it depends. I read once that you said your first draft would be worse than maybe even some of your students, but you keep rewriting it. Joseph Sugarman has sold millions of dollars worth of products and made many men and women rich. Well, with this new infomercial, we were selling 300,000 pair in one month. Trust is another issue, another trigger. I studied him forever. It says, Warning to all Bear fans: The Patriots will solidly beat the Bears and heres why. And you kind of bring people in. Content strategy agency qualities you should look for, How to write copy for audiences that are allergic to marketing, Press Releases, PR Strategy & Media Training, 10 Online Copywriting Courses Which Nail It! I'm so grateful for his mentorship and what his online trainings have done for me! One of these days theyre going to be very valuable. I really learned a lot just by teaching what I knew. The results were fantastic. Andrew: You mean rewriting. My brother looked around at the house where the wedding would take place and said, This is giant. Position the product youre advertising around a bigger idea or concept. Andrew: I thought I could go to Amazon and buy BluBlocker sunglasses, no? Maybe Rumble makes a deal with him. Andrew: One of my past interviewees I think said that entrepreneurship is lonely and that hes working on his own. Isnt it JoeSugarman.com. He was one of the first advertisers to accept credit cards over the phone, pioneering a lot of the direct advertising we see today. Giants general manager Joe Schoen decided to trade up Thursday night during Round 1 of the 2023 NFL Draft. You figure an average of $25 a pair. Theyre studying them. Remember the first piece of copy you wrote? There were a lot of timesthe thermostat ad was a good example. He sold thousands of grapefruits. Very good point. Joe: The one you love is going to win. Do you find yourself using some of the triggers on people in person or with people in person? It was just an eye-catching book cover. Andrew: Okay. Remember I said we sold 100,000 pair in six months. I can't express how much to say thanks to him especially in crafting my own business. Im cringing thinking of mine. I am not interested now in a thermostat. Andrew: Makes sense. 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 put them on and I stopped squinting. When I became that expert, then ideas would flow to me. Now, it was illegal to take a credit card order over the phone. Joseph (Joe) Sugarman Entrepreneur and founder of BluBlocker Sunglasses, Joseph Sugarman, died peacefully surrounded by his family in Las Vegas on March 18, 2022. With the important messages first. I didnt do electronics. The columns were hilarious. My competition, my competitors, I was always friendly with them. It was one of the most successful promotions in their history. Didnt you also buy a newspaper in Hawaii, in Maui? In fact, he mentions this in The Adweek Copywriting Handbook: Joseph Sugarman believed in selling a cure and not a prevention. Lloyd Sugarman Providence, Rhode Island Franchises: 15 Johnny Rockets units Annual Sales: $24 million No. But the point was I made it so you were so curious and one word led to another. I learned more from the seminars than the students did. QVC was a big success. Carmine Mastropierro is a self-growth, marketing, and business coach that helps people transform their income, value, skills, and success. I look at the ads I wrote initially and its embarrassing. The goal is to create the curiosity in the beginning of the ad to really get that person to read. Ive got family in all these places. Joe: Well, I guess acquiring it was easy because I had the money from my BluBlocker experience. Im trying to find an example. It was so difficult to sell. What we found was something amazing. The article also cited the $1,500 laser-operated mousetrap that nobody bought. Well, they ran this big and pretty soon everybody was using toll-free numbers. People loved it. Andrew: Thats 20+ million pairs over how long? ", "Carmine is such a generous man. We made it entertaining. Please enter your email address to continue. I was once asked to spend an hour talking about storytelling. I wasnt in sunglasses. You certainly covered that and you saved a lot of time by cutting to the chase. As soon as they are shaking their head in disagreement or not understanding what youre saying, the sale is lost. You delivered. Youre probably expecting our typical sales pitch, but get ready for a shock. Joe Rogan on where Tucker Carlson should go next: "He's really designed for the internet. That was huge. by. A household name (if your house is actually an advertising or copywriting agency). Joe Bidens Net Worth. But not everything could be a winner. People would put the BluBlockers on. 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? 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. Sugarman tells his students to forget features and benefits straight off the bat. Andrew: BluBlocker.com for sure and of course people can see it on Amazon if they want. Joseph Sugarman is a legendary copywriter and bestselling author. Listen to what students and people I've worked with have said. Joe: Absolutely. 4.11 avg rating 1,222 ratings published 2006 17 editions. Begin writing for money and enjoying the writer's life with AWAI. In other words, if you have an opportunity to do something unusual, go ahead and do it. So whats the real key? Who is Joseph Sugarman? 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. I had to fill that one page and I only had like a couple days to do it. Ive had seminar participantsI had this one farmer who sold grapefruits. 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. 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: That part I get. Sugarman is also a published author with six books to his credit. Was there a way for you to follow up with them? If you can entertain your customers, theyll keep watching. 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. I figured, We can kind of duplicate that. So weve been doing that. How Much Burt Sugarman Earns A Year? And copywriting legend Joseph Sugarman describes his first ads as horrible. Im going to listen to what Andrew says. We were driving to see a new product. You never knewdirect marketing is very counterintuitive. Its hard to say which one was my favorite, but I would say probably BluBlocker only because the sheer volume. I point these out to my seminar participants. Joe: Handbook, Im sorry. Also we grew hair, which was a very interesting concept. Im really grateful to them for sponsoring. Joe: Its been over . I knew that because I had run other products that required installation and they bombed. Ensure the order of your advertisement and copy has a logical sequence. Exactly. Perhaps price, or some specific feature. My customers are paying me to learn. This is normally done by elaborating on the benefits of the product rather than its features. I would write stories about different people. Joe: Well, I sold my property in Maui, beautiful property which I had for 22 years. How would you understand why someone rejected one of your ads? 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.. Joe: At the height, of course, we were selling 300,000 pair a month. Andrew: Whats one of those triggers, for example? He then spent over three years in Germany where he served with the Army Intelligence Service and later with the CIA. Joe: The other thing I was going to say too was that you want to create curiosity. I dont think I could have sold it without putting in that story. He says that very product has its own personality and you have to dig deep to find out what it is.