He once sold a used plane for $240,000 that was valued at $190,000 through one magazine ad. Lets try it. The funny part about it was that we were making a nice profit on that as 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. Sugarman says your prospect should feel in harmony with your copy. So Im kind of taking it easy for a while. Id like to try it. His books include AdWeek Copywriting Manual, Triggers, The Seven Forces of Could you please replace them? And of course we replaced them. Weve never seen so much grass, and then the grass ends in the ocean, which is even more beautiful. Andrew: Thats 20+ million pairs over how long? Joseph Sugarman believed that the first sentence of your copy should be short because its easier to read and creates fewer obstacles. We accepted them for about six months and we never got ripped off. He is considered as a true legend in the field of TV entertainment. Is it some other process? document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Hey you. Next time youre writing copy for any advertisement, try to make the first few sentences as short as possible. His books include AdWeek Copywriting Manual, Triggers, and Success Forces.. Keep doing a lot of writing and youll get better and better at it, and thats what happened with your students. Heres the URL. Heard of Stella Artois famous campaign in the 80s? 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. When we would test, Id place a small ad in the southwest edition of the Wall Street Journal, which is the smallest edition and the results that I got I used to run the ad or decide to run the ad. Joe: At the height, of course, we were selling 300,000 pair a month. And dont try to trick them or scare them into taking action. I learned more from the seminars than the students did. Well, they ran this big and pretty soon everybody was using toll-free numbers. I hired a sales staff to go out and sell. WebHow much money is Joshua Suherman worth at the age of 30 and whats his real net worth now? 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. The results were fantastic. My name is Andrew Warner. 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? 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 remember what I was going to tell you. But you were basically taking a position saying, Heres the team thats going to win. 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. Required fields are marked *. Theyll give you a really good price. So I bought it right away. This will make them more accepting to the sales proposition later. You need to grab your readers attention with a short sentence thats easy to read. You can bring in greed. You can also fragment sentences. As soon as they are shaking their head in disagreement or not understanding what youre saying, the sale is lost. 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. 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. Hint: they found none. We sold 20 million pair. how is it spelled? You never knewdirect marketing is very counterintuitive. And in the process, he got his new No. Its called Bench. Joesugarman.net resolves to the IP addresses 208.113.203.40. I put them on and I stopped squinting. 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. And he happened to write a book on copywriting that has become a classic. To get you to read the next one. They all tell a story and have an emotion behind them. 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? In fact, he mentions this in The Adweek Copywriting Handbook: Joseph Sugarman believed in selling a cure and not a prevention. Youd be perfect for that shoot. She said, Okay. Get Started as a Social Media Expert for $59.40. WebHe sold a used airplane valued at $190,000 for $240,000 through a single magazine ad. Hed have to find a place to sleep near the office so he could go back home to work. He wanted to get a good sense of where his business was month to month. Carefully select words based on how you want customers to feel while reading your copy. Joe: Thank you. Really, you can look online, Google all day. The more honest you are, the more happy people will be to deal with you. Trust is another issue, another trigger. I knew that because I had run other products that required installation and they bombed. Its called Bench.co. And in the process, he got his new No. I cant think of anything right now. But Sugarman puts a slightly different spin on it. Joe: I had a line of health products, stem cell products that helped your skin, that prevented pain, supported your being. What was going on? Most customers arent interested in preventing something from happening but rather curing an existing problem. Ill help out just so I can learn from you, and ended up being there. Finally, I sold it to the local daily newspaper, the Maui News. Maybe Rumble makes a deal with him. This is his much talked-about house, by Michael Haverland and then Stelle Lomont Rouhani, before completion. Andrew: You know what, I should actually make a note to finally do that. I remember as a kid watching them on television. I was not interested in a thermostat. 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. 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. They fail once and it is all over. Furthermore, you need to answer questions in a logical order as the customer would ask them. Exactly. This will allow you to map out all of the major points, questions, and objections you will be covering. It was the bestselling product not only in the insert but that weve ever had. You delivered. Finally he said, You know? I was very honest about how bad it was. Rather you want to sell a bigger idea about the product. I look around its absolutely drop dead gorgeous, beautiful place. In other words, like you said, you were so curious what was it like to look through those lenses. Think about the rhythm of your sentences. Joseph Sugarman is a legendary copywriter and bestselling author. He says, Joe, what do you think? And I said, My god, this is terrific. It should do well. Well, he did. Andrew: There it is right on your screen now. He used to go to work and not come back homeactually, he would finish work I think past midnight. And theyve continued to bang the quality drum with their current website copy. Joe, did you thenyouve said that youve failed a lotdid you thenwhats that? He didnt want to make any mistakes. Position your product as the cure to a situation rather than a prevention. Where are Joesugarman.net servers located in? 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. Joe: Its because like I have one home right on the ocean, because youre on the ocean youve got all that salt spray. But they will only beat the competition by selling a unique concept that appeals to their ideal customer. How did you figure out what to do to make it interesting? Thats why its extremely important to make sure that the introduction to any ad is irresistible. Didnt you also buy a newspaper in Hawaii, in Maui? I want to find out how he did this, how he built up his business. All of them available on Kindle, which is my preferred way of reading it and paper, of course. Storytelling is very, very powerful. 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. Is it some other system you have? 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. Published on April 29, 2023 11:01 PM. So whats the real key? Ive got an idea. How I discovered it is interesting too, really an example of karma. Joe: Its listed as this is 50 years old. Lets connect! Joe: The one you love is going to win. So I said, Let me know. So we did the interview, and then about a month later I get a call. Theyd be amazed by what they saw, and I would go scream and beg to my parents to please buy me those glasses just so I could see what they saw. Bye everyone. Steven Sugarman BANC stock SEC Form 4 insiders trading Is it just as easy as do a background check on your people? Where do we mail for that? For like three days I did a three-day seminar. 220 George Bush Blvd, Suite D Is there something you can do with that? You want to have a subheadline that causes you to read the first sentence in the copy. How do you come up with ideas like that? Another thing too that was interesting too, I used to give seminars for several years. WebBurt Sugarman's net worth is $25 million. You can do this by asking relevant questions or making agreeable statements throughout the ad. Joe: Well, it depends. Joe: It happened with me. Once again a concept or bigger idea is used. What are you going to be when one of my audience members shows up at your place and says something similar? Andrew: Whats one of those triggers, for example? He was one of the first advertisers to accept credit cards over the phone, pioneering a lot of the direct advertising we see today. Theyll give you a Mixergy exclusive and youll see it right there on the page. Remember I said we sold 100,000 pair in six months. It was selling like crazy. 4.11 avg rating 1,222 ratings published 2006 17 editions. Returning home, he formed a company to market Austrian ski lifts in the United States and then later formed his own advertising agency to service ski resort accounts. Andrew: Let me break that down. It required a little bit of installation. Andrew: Right. The more you write, the more successful you become. Members help make our journalism possible. So, we didnt allow. Joe: You can give a sense of urgency, for example. I found out. LAS VEGAS, March 25, 2022 /PRNewswire/ -- Successful entrepreneur, Joseph (Joe) Sugarman, best known to millions for his BluBlocker Sunglasses, passed away peacefully while surrounded by his family on March 18. He was 83. He rewrote the ad and it doubled response. Yeah. 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. 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. They were blown away. His major profession as a Producer has made him extremely wealthy. Joe: Not as big as Tony Hsieh, but were happy with it. The second will do your books for you better than you ever could do it yourself. In order to build a curiosity, I start knocking the product, calling it stupid, calling the name stupid, really blasting the product.. Simply because theres no urgency. Andrew: Is that house the house that BluBlockers built? So I went out to this place called Makena, the town. With Bench, you get a professional bookkeeping team to do your books for you and our simple, elegant software to review your finances. Very good point. 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. There are a few exceptions. Facebook Twitter Pinterest LinkedIn Email, Call Member Services While it couldve greatly backfired, Joseph found it entertaining and bought ad space in their magazine. Andrew: Hey, everyone. Teachers all over the world were using his software, buying his software and then using it to create bingo cards to help their students learn. The guy was going out of business who owned it. Joe: 300,000 pair in one month, primarily from TV. It was very successful. I had to break the law, so to speak, to find out. Joseph Sugarman, The Adweek Copywriting Handbook The world is overflowing with ideas, hell, the world is made from ideas. sort by. I started the interview with a story and then I look down at the time and I say, Im two minutes into this interview already and all I did was talk. That was a lot of fun. Joe Rogan on where Tucker Carlson should go next: "He's really designed for the internet. What differentiates one dating app from another? He launched his direct mail agency JS&A Group through writing ads by hand and has no shortage of amazing feats in advertising. 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. Greed plays a big role. He sold thousands of grapefruits. This means breaking them up into chunks. Concept, brand, position. Lose enough and eventually you will win. I was once asked to spend an hour talking about storytelling. Maybe Rumble makes a deal with him. A household name (if your house is actually an advertising or copywriting agency). He sends me the pair. The total combined net worth of this years billionaires is $8 trillion, down from $8.7 trillion in 2020. I am not interested now in a thermostat. So I did an infomercial. I remember Triggers is the one that got me interested in you. Your bathroom scale is like a report carda feedback mechanism that tells you how well youve done.. Andrew: One of my past interviewees I think said that entrepreneurship is lonely and that hes working on his own. You do have a website, dont you? DETAILS BELOW. It had made him millions, literally millions. Im cringing thinking of mine. While customers will commonly justify a purchase with logic, its based on more primitive and deeper emotion. Furthermore, a customer that is advertised a prevention-oriented product wont be as likely to spend as much. So its just writing in general. Thanks for liking this post. If you can entertain your customers, theyll keep watching. Andrew: Joe, what do you think of this storytelling thing? He wittily told readers that hed pay them $10 for every grammar mistake they found in ads. $100,000 - $1M. Thats really a funny story because I just recently sold it. 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. And Sugarman advocates addressing your customers objections quickly and directly. Andrew: Joe, Ive been doing these ads for a company called Toptal for a long time?

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