Andrew: Right. Every word you use matters. Thats why its extremely important to make sure that the introduction to any ad is irresistible. Joe: Times have really changed. How would you understand why someone rejected one of your ads? Andrew: You mean rewriting. Furthermore, a customer that is advertised a prevention-oriented product wont be as likely to spend as much. Its called Toptal. But I wouldnt ignore the fact that I dont have 100k to spend on a flashy car. So I would be entertaining people. Hes the real deal. But theres hope. 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 Trust is another issue, another trigger. The guy was going out of business who owned it. Its hard to say which one was my favorite, but I would say probably BluBlocker only because the sheer volume. People dont realize that television is an entertainment media. You listen to it. One of the things thats one of my triggers is honesty. If you're a premium member, you can save your likes. Do you have any f---ing idea how big that would be?" Joseph Sugarman has sold millions of dollars worth of products and made many men and women rich. So they had cut it out initially and then they bought from it eventually. WebJoseph Sugarman became one of the most successful direct marketing copywriters of the last century. I ran it for seven years. We sold out the first day. Thats really a funny story because I just recently sold it. Now, it was illegal to take a credit card order over the phone. With each passing day, Jay Sugarman overall profits continue to rise, and he is becoming more popular on the sidelines. Learn more, American Writers & Artists Institute You wasted my time to read that ad, but I want you to know how compelling that copy was. So I really appreciated that. Also we grew hair, which was a very interesting concept. Want Sales Copywriting that Snags, Compels and Converts. Joseph (Joe) Sugarman Entrepreneur and founder of BluBlocker Sunglasses, Joseph Sugarman, died peacefully surrounded by his family in Las Vegas on March 18, 2022. I wasnt in sunglasses. He is more known for his work behind the camera, as a TV producer. Look back at the BMW example to see this in action. You can see the same thing being done by every luxury brand in the world. He sends me the pair. Were betting that the Bears are going to win and to prove that, were going to sell you a computer. ", "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. Its called Bench.co. Ive built that up so weve sold 20 million pair. You had to buy the pair in order to know. 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). Yeah. The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters. Published on April 29, 2023 11:01 PM. Now what we did was we put all kinds of ads in magazines. Ill help out just so I can learn from you, and ended up being there. Forget the wedding, this is going to be an amazing experience with an amazing wedding on top of it.. You never knewdirect marketing is very counterintuitive. I am not interested now in a thermostat. With that being said, here are the main takeaways from todays article: Reach out to me if you need a copywriter for hire to help you with your next project as well. That's a combined net worth with his wife, Mary Hart. She says, Yeah, the Japanese want to sell. But the point was I made it so you were so curious and one word led to another. Andrew: Makes sense. One of my past interviewees, a guy name Patrick McKenzie, was a Japanese salary man when I first met him. I was very honest about it. 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. You might irritate some grammar scholars, but customers wont mind. Ill get them made. Im trying to find an example. Thats funny, but I never figured it out. His virtual assistant did it, but then he realized you know what? 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 . And Joseph did it a humorous way that showcased his personality and unique writing style. My customers are paying me to learn. 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. Joe: One questionyou didnt spell out Toptal. 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. Joe Rogan on where Tucker Carlson should go next: "He's really designed for the internet. He hires the second developer. Was there a way for you to follow up with them? You figure an average of $25 a pair. It was very much like running a business. Joe: You mentioned I used to teach a seminar. They ran it for seven years and then they closed it down. I've done a few other courses and read books, but the access to your feedback has really set this one above anything else. Giants general manager Joe Schoen decided to trade up Thursday night during Round 1 of the 2023 NFL Draft. Why do they care? The copy of an ad needs to flow in a logical order. Copy that sells a winning concept will originate from a powerhouse brand strategy. He signs up. Its from these failures that I learn things. Im the founder of Mixergy.com, where Ive interviewed over a thousand entrepreneurs about how they built their businesses. Im really grateful to them for sponsoring. Joe, did you thenyouve said that youve failed a lotdid you thenwhats that? Giants general manager Joe Schoen decided to trade up Thursday night during Round 1 of the 2023 NFL Draft. It should do well. Well, he did. If you buy this right now, instead of paying $100, your cost would only be $50. Joe: This guy, they ran an ad, got the results and then the guy bought my book, The AdWeek Copywriting Manual, or whatever. It was one of the most successful promotions in their history. Joe: Absolutely. He couldnt do it himself, so he asked his virtual assistant to do it for him because hes a guy who likes to delegate. Furthermore, you need to answer questions in a logical order as the customer would ask them. QVC was a big success. You can also fragment sentences. This is his home where were doing the wedding. I said, Yeah, I know him. Its a collectible. ' 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. Is it Top Talent or Top. Get the best of the best right now. Use short and choppy sentences to make advertisements easier to digest. I couldnt convince people do anything. How Much Burt Sugarman Earns A Year? Have you ever heard a band play when one instrument is in the wrong key? Theyre giving Mixergy listeners 80 hours of developer credit when they pay for their first 80 hours. That means you know them and their motivations and youre connecting with their pain points and desires. So whats the real key? Once you pick someone you can start work with them the next day. 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? One cloud service from another? Andrew: That part I get. And he happened to write a book on copywriting that has become a classic. Giants general manager Joe Schoen decided to trade up Thursday night during Round 1 of the 2023 NFL Draft. And Stupidly Reasonable Prices. Oatly tugs at emotions whilst delivering some facts about their product to back up those feelings. 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. A household name (if your house is actually an advertising or copywriting agency). There was a lineup of peoplewe had a retail storethere was a literally a lineup of people all the way around the block waiting to pick up their computer that they were getting for 50% off. So, okay. And in order to know what would appeal to both parts of my brain, you would need to have discovered my motivations. There were a lot of timesthe thermostat ad was a good example. Joe: Thats a good point. Then I get a call from AT&T. How did I feel when I put them on? 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. I was very honest about how bad it was. But I agree. Andrew: At its height, how much did BluBlocker generate in revenue? : Annual: $25 000 000 Monthly: $2083333,33 Weekly: $480769,23 Daily: $68493,15 Its in my book. 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. Yeah. If you suspect somebody as being not right, dont deal with them. Catalogues literally becameit started a whole revolution. 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. This whole interview is sponsored by two great companies. 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. My sister said, You know that guy? You can always Google. It ran for 10 years. 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 learned more from the seminars than the students did. It was very successful. Where do we mail for that? 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. More Ways to Contact Us , Begin writing for money and enjoying the writer's life with AWAI! 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. $100,000 - $1M. Thats smart money. For example, Joseph Sugarman once wrote an ad for a smoke alarm speaking about how it was the nose of your house that smelled out trouble before it happened. Look how BMW uses this strategy in an advertisement for its i8 model: Everything from the image to the headlines and copy makes it seem like a futuristic vehicle. If you can tell a story around your product or service or how you discovered the product, thats what we do with BluBlocker. Joe Sugarman, seller of Blublocker sunglasses on TV and one of the last of the wacky copywriters who drove the mail order business, died on March 18 in Las This means breaking them up into chunks. Family & Early Life The USA is where Jay Sugarman was born. Andrew: I have a friend whos now selling his companys stuff, his software and partnerships with them to Google and Facebook and other companies. It was just like running a business. To get you to read the next one. He launched his direct mail agency JS&A Group through writing ads by hand and has no shortage of amazing feats in advertising. It keeps our business going and its 30 years now, 30 years for BluBlocker. 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. 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. WebShowing 27 distinct works. Do you have any f---ing idea how This is why copywriters need to focus on writing copy around experiences, feelings, and thoughts related to what they sell. Exactly. 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. They asked me if I would help them liquidate it. 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. So today Im sharing with you seven of his copywriting tips that will help you up your game. You want to build curiosity so when they start reading your ad, they dont stop until they finish and go to the end. I had never done one before, never been on TV before. For like three days I did a three-day seminar. This will make them more accepting to the sales proposition later. Joe: My office address is 3350 Palms Center Drive and thats Las Vegas, Nevada, of course, 89103. Joe: Its been over . I had to bring in extra operators, everything to take orders. Heres the URL. Joseph Sugarman believed that the first sentence of your copy should be short because its easier to read and creates fewer obstacles. I read the whole thing. 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.. Provides CEO, CFO, Director and Chief Executives trade reports, independent equity research, and stock screening. Is it some other system you have? Of course that applies to the internet as well. 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. It was helpful and it was one of those books that stuck with me and Im glad to have you on here. I know theres someone listening going, Andrew, I was about to say, but I was deep in the conversation. He could have hired a bookkeeper, but the problem with a bookkeeper is youve got one pair of eyes, one person looking at it. He was the first to market the cordless phone and the The one you love is going to love.. And Sugarman advocates addressing your customers objections quickly and directly. 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. We were the first ones to introduce many of these innovations in electronics. He was 83. Thats a great name if you understand how its spelled. Your copy should be organised in a logical order. Remember the first piece of copy you wrote? With the important messages first. Joseph Sugarman became one of the most successful direct marketing copywriters of the last century. Very good point. I photograph it real quick, wrote a real quick ad, ran it in this insert. Here it is. 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 All right. We were the first ones to introduce the digital watch. I remember Triggers is the one that got me interested in you. I want to find out how he did this, how he built up his business. 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. 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. WebBurt Sugarmans net worth is $25 million. Begin writing for money and enjoying the writer's life with AWAI. So storytelling, why is storytelling so great? All of them available on Kindle, which is my preferred way of reading it and paper, of course. Is that your big success? So many businesses unfortunately only write copy that explains the factual pieces of information about an item. His major profession as a Producer has made him extremely wealthy. 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 gambling machines, especially gambling machines. He learned his trade from his father, the late Barney (Sugie) Sugerman, who was in the business before WWII. Its an immediate turn-off. Whats one place where you brought in your copywriting skills? If that person happens to take off because theyre sick or they have other projects they want to do, you have zero bookkeepers. He wrote this long blog post about how he decided to switch to Bench. Andrew: I see. You bought them for $250. I get up and the first slot, I sold all 20,000 pair. But anywaywhere was I going? What do I have to lose?. 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. But I think the first pocket calculator which led to other electronicwe were the first ones to introduce to the pocket calculator. 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 So I went out to this place called Makena, the town. They feel, Well, hes telling us maybe its not a good name, but yeah, that seems like a really interesting product. I remember feeling helpless in high school and college. . Im going to listen to what Andrew says. As of 2023, Joshua Suhermans net worth is . Oh, one last thing before we goGoogle, they hired me. I read once that you said your first draft would be worse than maybe even some of your students, but you keep rewriting it. So, we didnt allow. While still serving as vice president, his net worth was $2.5 million, but in the years between holding political office his net worth shot up to $8 million, according to Forbes. You knew what people felt about how tough it was to put this thermostat in their house. Now we sell a few thousand, but thats it. He says that very product has its own personality and you have to dig deep to find out what it is. You want to have a headline that causes you to read the subheadline. 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. 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. ARE YOU THINKING OUTSIDE THE BOX WITH YOUR COPY CHOICES? Paint a picture of your prospects ideal outcome. I put them on and I stopped squinting. If you can entertain your customers, theyll keep watching. I used to fail nine out of ten times. The guy is living in a different country. Position your product as the cure to a situation rather than a prevention. Andrew: Hows that gone for you, the internet? Ill give you my credit card number over the phone? So, we think, Okay. 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 found out. That was his project. . So, we did that. In 1979, Sugarman was selected as the Direct Marketing Man of the Year in New York. This sucks the reader into the copy and they cant help but flow through the remaining ad. 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. Bye everyone. I dont think I could have sold it without putting in that story. Youre a smart cookie. His books include AdWeek Copywriting Manual, Triggers, and Success Forces.. Joe is 80 now, and during his amazing life he racked up success after success in marketing and sales. I was not interested in a thermostat. Sugerman, who was 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. They couldnt wait to get the copy in the mail. He wanted to get a good sense of where his business was month to month. Joe: Well, it depends. ", "Over the past 2 years I've bought dozens of other copywriting courses including Dan Loks High Income Copywriter. How will they reach the end where you ask for the sale? 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. That was huge. Is that why its effective? Well, not just Toptal.com, anyone can go to that. You ask them, What do you take? We take all of the credit cards. I put it upside down, they walk away. So this book, it goes into the all the various points. I cant think of an example right now. Its called Toptal.com/Mixergy and the second one is a company that will do your books for you. I would get up and they gave me five slots to sell it in. But I enjoyed that. Why do I care about how you discovered the BluBlocker sunglasses? Joe: Well, I sold my property in Maui, beautiful property which I had for 22 years. We lost a couple million dollars on that venture. Carmine Mastropierro is a self-growth, marketing, and business coach that helps people transform their income, value, skills, and success. For example, what do you feel or think of when I say the following words? But we had this other product which was a burglar alarm. Today hes here. Joe: Yeah. ', 'Not many people are willing to give failure a second opportunity. What we found was something amazing. 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. Remember I said we sold 100,000 pair in six months. I knew that because I had run other products that required installation and they bombed. Id have different columns. He was starting to make money from a lot of different teachers, a lot of different customers. Andrew: Okay. Rather you want to sell a bigger idea about the product. Some of my best ads I wrote once, made a few little corrections and boom, it took off. So he goes to Toptal. Well, the real key is do what I did. Everybody thought I was nuts. Jay Sugarmans Philadelphia Union $1 is worth $17.67 dollars today. Tip #7: Understand the nature of the product. Instead, Joe, he did 20 interviews, then 30 interviews looking for the perfect developer to hire for his company. Im talking about sizing, materials, colors, etc. How do you come up with this stuff? ", 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. What differentiates one dating app from another? Hint: they found none. 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.
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