But Im sure I have, just fromagain, its all these failures Ive had. Joseph Sugarman became one of the most successful direct marketing copywriters of the last century. Theyll give you a really good price. So I bought it right away. Joe: I just recently sold it. We were the first ones to introduce many of these innovations in electronics. If you can tell a story around your product or service or how you discovered the product, thats what we do with BluBlocker. This is his place. They block all the blue light. He gives me this whole pitch. What differentiates one dating app from another? Joseph Sugarman is a legendary copywriter and bestselling author. Im the founder of Mixergy.com, where Ive interviewed over a thousand entrepreneurs about how they built their businesses. Andrew: It was something about the MagicStat maybe and its okay if you dont remember. Here it is. The guy was going out of business who owned it. He says that very product has its own personality and you have to dig deep to find out what it is. Most customers arent interested in preventing something from happening but rather curing an existing problem. If you can entertain your customers, theyll keep watching. Joesugarman.net resolves to the IP addresses 208.113.203.40. Im looking for it online right now. So whats the real key? But you were basically taking a position saying, Heres the team thats going to win. If anyone out there is listening and wants to try Toptal instead of doing all these interviews and hire the best of the best, go to Toptal.com. Andrew: I thought I could go to Amazon and buy BluBlocker sunglasses, no? Joe: Yeah. I can't express how much to say thanks to him especially in crafting my own business. Andrew: Hows that gone for you, the internet? 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. So, okay. The copy of an ad needs to flow in a logical order. We had this ion generator. So I saw that, and then I started running print ads. Andrew: Joe, what do you think of this storytelling thing? How do you come up with this stuff? So I went out to this place called Makena, the town. 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. Look back at the BMW example to see this in action. Joe: Its because like I have one home right on the ocean, because youre on the ocean youve got all that salt spray. Each product introduction was made in large, full-page advertisements, which became the recognized signature of his creative work. . So his ad needed to position the product as the best option on the market. 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. I've done a few other courses and read books, but the access to your feedback has really set this one above anything else. If you suspect somebody as being not right, dont deal with them. 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. Sugarman would spend days poring over a product and its components. So today Im sharing with you seven of his copywriting tips that will help you up your game. Joe Rogan on where Tucker Carlson should go next: "He's really designed for the internet. ", "The work I've done with Carmine has translated into millions of dollars. Web Joesugarman.net ranks 1,666,347globally on HypeStat. Id love to hear a professional ad writers feedback on my ad reading. Well, they ran this big and pretty soon everybody was using toll-free numbers. He hires the second developer. Is it AdWeek Copywriting Manual? ", The first sentence should lead to the next sentence and so forth, Every word has emotion and meaning behind it, There needs to be a logical flow in the ad, Every good ad is an emotional outpouring of words, feelings, and impressions, David Ogilvy Copywriting Strategies Every Writer Need to Know, Lead Magnet Guide How to Generate More Leads Easily, best material Ive ever read on copywriting, elaborating on the benefits of the product, every customer experiences emotions when they need a problem solved, Why Are Copywriters Called Copywriters History and Origin, Russel Brunsons DotCom Secrets Review and Takeaways. Joe: If you want, you can send me a stamped, self-addressed envelope and everybody that does, I will send them a Batman card. Youre a smart cookie. Instead, you see similar products that claim they will make the customer lose weight, get toned, and get a flat stomach in no time. These words can be used interchangeably, but the concept(No pun intended), remains the same. Someone showed up at his house. Learn more, American Writers & Artists Institute saving. Joe: Grew hair. I found that to be true. Also we grew hair, which was a very interesting concept. Ive got family in all these places. He was playing the 190-seat capacity Joes Pub in New York under a year ago. It was just a pair of sunglasses. He wanted to get a good sense of where his business was month to month. Ive probably used them a lot. Joe: What did I put in there? 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). More Ways to Contact Us , Begin writing for money and enjoying the writer's life with AWAI! Andrew: You dont even need an electrician. Dont they care about the result that its going to deliver for them? We took the garbage that she sent. He knew that writing the copy equivalent of: But he was confident that eventually, a circumstance would happen in his prospects lives that would trigger the purchase. I created this for the Batman show back 50 years ago. Even if youre not musical, you know something is off and it ruins the experience. It was very much like running a business. 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. Andrew: Makes sense. And dont try to trick them or scare them into taking action. 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 He ran the ad. Didnt you also buy a newspaper in Hawaii, in Maui? BluBlocker sunglasses, that was my total focus. Do you find yourself using some of the triggers on people in person or with people in person? The part that Im amazed at is that you would come up with this creative way to poke people to get their attention with this offer that I dont know where it comes from. Youve got to remember too, I wrote that ad within a day or so after I received the pair. Do you have any f---ing idea how big that would be?" Your email address will not be published. So I said the greatest feature was how easy it is to install. I didnt do electronics. Position the product youre advertising around a bigger idea or concept. The red goes to the red. So its just writing in general. Finally he said, You know? He signs up. Im cringing thinking of mine. He launched his direct mail agency JS&A Group through writing ads by hand and has no shortage of amazing feats in advertising. She was so impressed. You knew what people felt about how tough it was to put this thermostat in their house. 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. His virtual assistant did it, but then he realized you know what? They were the people that were selling the toll-free numbers. An SEO savvy content strategist and copywriter with a pretty darn creative noggin on my shoulders. Because of the train system in Japan, he couldnt even take a train back home by the time he was done. Its great to have you on here. You might irritate some grammar scholars, but customers wont mind. Its easily one of the top 5 books on copywriting. Joe: Its been over . We sold them for something like 10 years. Every word you use matters. Hes the real deal. Not the ion generatorlet me talk about something else. The more you do, the more things you do, the greater the insight that you can get and more creative you can become. Well, the real key is do what I did. And some customers told Sugarman theyd cut the ad out and filed it away ready for when they needed it exactly as predicted. There are a few other stories that I tell. I was not interested in a thermostat. Celebrity Net Worth pegs Bidens estimated net worth at $9 million, however. Concept, brand, position. Would you? Once again a concept or bigger idea is used. Rather you want to sell a bigger idea about the product. If you are a copywriter, business owner, or just someone Could you please replace them? And of course we replaced them. Hes up there with David Ogilvy, Eugene Schwartz, and John Caples. It should do well. Well, he did. But it was a story. Giants general manager Joe Schoen decided to trade up Thursday night during Round 1 of the 2023 NFL Draft. This is why you dont see weight loss pills aimed at preventing weight gain from occurring, for example. The guy is living in a different country. If you buy this right now, instead of paying $100, your cost would only be $50. 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. Really, you can look online, Google all day. You delivered. Every word is going to paint a picture in the customers head. I love him. So I asked my sisters new mother-in-law if she would introduce me so that I can have Joe Sugarman here on Mixergy to do an interview and here he is. Joe: The Bears will solidly beat the other team. I do not know why. One of my past interviewees, a guy name Patrick McKenzie, was a Japanese salary man when I first met him. Thats really a funny story because I just recently sold it. While it couldve greatly backfired, Joseph found it entertaining and bought ad space in their magazine. Why are stories so effective, and are they worth the extra time that people are going to have to invest to listen to them? The one for BluBlocker, I tell the story of how I discovered it. Joe: 300,000 pair in one month, primarily from TV. If its the latter, youre in good company. Ill tell you more about them later. If you start like this, thats fine. Ensure the order of your advertisement and copy has a logical sequence. You can always Google. But most importantly, every great ad is based on emotion. Italy can make you think of pizza, pasta, and soccer. I still have quite a few of these left, and Im happy to share this with your audience. Joe: Not as big as Tony Hsieh, but were happy with it. 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. The goal is to create the curiosity in the beginning of the ad to really get that person to read. Joseph Sugarman is one of the most epic copywriters thats ever lived. You can do it yourself. But, yours was by far the best of all. From the start of Bidens presidency until July 2022, the economy averaged a net increase of 553,000 jobs per month. Andrew: I do find that its disarming to see you put down the product. The article also cited the $1,500 laser-operated mousetrap that nobody bought. Theyre giving Mixergy listeners 80 hours of developer credit when they pay for their first 80 hours. Theyre studying them. It was so difficult to sell. Well, hes considered one of the best copywriters of all time. So they had cut it out initially and then they bought from it eventually. 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. Id like to try it. Want to Read. But I wouldnt ignore the fact that I dont have 100k to spend on a flashy car. Joseph Sugarman. Instead, Joe, he did 20 interviews, then 30 interviews looking for the perfect developer to hire for his company. Joseph Sugarman is a legendary copywriter and bestselling author. Dane Maxwell, a guy from my audience just flew out to his house said, Ill do whatever you need. Joe, did you thenyouve said that youve failed a lotdid you thenwhats that? Reassuringly expensive was the punchy tagline. It required a little bit of installation. Isnt it JoeSugarman.com. 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. Why did we get off of those? Members help make our journalism possible. 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. And in the process, he got his new No. Andrew: Yeah. 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. I think you want to come across as being likeable. WebBurt Sugarman's net worth is $25 million. Carefully select words based on how you want customers to feel while reading your copy. Joe: Thats a good point. Joe: At the height, of course, we were selling 300,000 pair a month. Your email address will not be published. WebShowing 27 distinct works. 220 George Bush Blvd, Suite D Andrew: You were innovative in a lot of places. Joesugarman.net has servers located in Brea, CA, 92821, United States. Its called Toptal.com/Mixergy and the second one is a company that will do your books for you. You never really know what works and what doesnt until you test it. In 2020-2021, his net worth has grown rapidly. 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. It needs to be interesting, unique, and most importantly, short. I photograph it real quick, wrote a real quick ad, ran it in this insert. It turns out that when somebody buys that product, its because somebody in the neighborhood was robbed or somebody was affecting their family and they were concerned or something was happening that frightened them. You can bring in greed. Is that what you mean, or do you mean in general write a lot? I get up and the first slot, I sold all 20,000 pair. This is because every customer experiences emotions when they need a problem solved. Whats one place where you brought in your copywriting skills? 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. Is that why its effective? Joe: You can give a sense of urgency, for example. WebWe would like to show you a description here but the site wont allow us. So we had to drop the line because we were depending on him for the research and for the results, but he didnt supply it. I just happened to be driving down the 405 in Los Angeles and I was with a friend of mine. You want to have a subheadline that causes you to read the first sentence in the copy. This whole interview is sponsored by two great companies. Andrew: All right. And theyve continued to bang the quality drum with their current website copy. I had it for about 22 years. In fact, he mentions this in The Adweek Copywriting Handbook: Joseph Sugarman believed in selling a cure and not a prevention. He could have hired a bookkeeper, but the problem with a bookkeeper is youve got one pair of eyes, one person looking at it. If you go to Bench.co/Mixergy, they are going to give you a discount, Bench.co/Mixergy. I would havethe infomercial was very much entertainment. 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. He pioneered the concept of using toll-free numbers to accept credit card orders by phone 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. Joe: I had a line of health products, stem cell products that helped your skin, that prevented pain, supported your being. You up for that? Joe: Well, it depends. You wasted my time to read that ad, but I want you to know how compelling that copy was. So I really appreciated that. WebHe sold a used airplane valued at $190,000 for $240,000 through a single magazine ad. Andrew: Oh, maybe Im misreading it. Heck, the best copywriters can still be persuaded and harmonized with an advertisement! Because we wanted to sell our products through the internet. Joe Rogan on where Tucker Carlson should go next: "He's really designed for the internet. I recommend creating a flowchart or skeleton of your project before you begin writing. Ive had seminar participantsI had this one farmer who sold grapefruits. 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? You can then rearrange them to make the most logical sequence and to align with what customers are thinking. You ask them, What do you take? We take all of the credit cards. I put it upside down, they walk away. Position your product as the cure to a situation rather than a prevention. If you're a premium member, you can save your likes. I said, This sounds terrific. Joseph Sugarman has sold millions of dollars worth of products and made many men and women rich. He once sold a used plane for $240,000 that was valued at $190,000 through one magazine ad. Go sign up and Im looking forward to talking about you in a future Toptal ad there. Today hes here. I had never done one before, never been on TV before. If the Bears win, were going to cut the price in half and if the Bears lose, well sell it at full price. Heres the URL. Begin writing for money and enjoying the writer's life with AWAI. You can charge more for the product and there is increased desire when a problem needs to cured. Thats the copywriter, the guy who used to sell those BluBlocker sunglasses on TV. I ran it for seven years. One of the few pleasures of losing weight is stepping on your bathroom scale and seeing positive results. ', 'Not many people are willing to give failure a second opportunity. I couldnt even my parents to let me grow my hair a little bit longer. Do you have any f---ing idea how And in order to know what would appeal to both parts of my brain, you would need to have discovered my motivations. He said that keeping track of revenue and expenses was becoming really painful. But how would you understand that people were intimidated by installing a thermostat? I found out. The catalogue industry just grew dynamically from that point on. There are a few exceptions. 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. Why is this? I had to fill that one page and I only had like a couple days to do it. Where are Joesugarman.net servers located in? And Joseph did it a humorous way that showcased his personality and unique writing style. He is considered as a true legend in the field of TV entertainment. My competition, my competitors, I was always friendly with them. President Reagan just allowed the FCC or FTC to allow those. Not only that but changing a single word can often increase the conversion and response rate of an ad itself. But I agree. Is that your big success? Joe: Right. My name is Andrew Warner. The wires are all color coded. Let me give one exception that was a great success. Who is Joseph Sugarman? This is why copywriters need to focus on writing copy around experiences, feelings, and thoughts related to what they sell. Andrew: Why are you doing this? Absolutely. 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. Andrew: What was the funny story, acquiring it or selling it? 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. Yes, the latest Aston Martin car would make me feel successful. I'm so grateful for his mentorship and what his online trainings have done for me! 2 outside I was very honest about it. In 1991, he won the prestigious Maxwell Sackheim award for his creative career contributions to direct marketing. For more on this, take a look at the Hierarchy Lens from our, Copy that sells a winning concept will originate from a powerhouse, And in order to know what would appeal to both parts of my brain, you would need to have discovered, CEO and Head Content Strategist at The Creative Copywriter. We were selling electronics. In other words, if you have an opportunity to do something unusual, go ahead and do it. 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 Thats smart money. Go to Toptal.com. We lost a couple million dollars on that venture. The company later focused on selling those BluBlocker sunglasses I mentioned earlier. Actually, Joe, as I do my ad, can you pay attention and then rip into me afterwards as to what I could have done better? Andrew: You know what, I should actually make a note to finally do that. This is normally done by elaborating on the benefits of the product rather than its features. He went back home and he wrote his ad and he sent it to me. I got so fascinated by books that taught me how to be more persuasive, the books that almost taught me what felt like magic tricks at the time. How did I feel when I put them on? How did I discover BluBlockers? I was selling all kinds of electronics, digital watches, whatsoever. That's a combined net worth with his wife, Mary Hart. 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. 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.. So I offered good value. ", "I really appreciate your input. Family & Early Life The USA is where Jay Sugarman was born. Andrew: Yeah. 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. Some of my best ads I wrote once, made a few little corrections and boom, it took off. Pretty soon if you get past the second or third paragraph, youre going to read the whole ad. Youve covered just about everything I could think of. I am not interested now in a thermostat. Now, the one thing we didnt dothat was we never let anybody look through the lens in the TV show. So I said, Let me know. So we did the interview, and then about a month later I get a call.

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