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. I said, Okay. Get my latest content on business, marketing, and copywriting. More importantly, how you, my listener can do that. Its a long story, but Ive got thousands of these cards left. The bitter pill of failure is often more than most people can handle. Burt Sugarman net worth: Burt Sugarman is an American television producer who has a net worth of $25 million. Burt Sugarman is a true legend in the world of TV entertainment. While customers will commonly justify a purchase with logic, its based on more primitive and deeper emotion. The wires are all color coded. He then spent over three years in Germany where he served with the Army Intelligence Service and later with the CIA. Focus on creating advertisements around emotions and experiences since these drive purchasing decisions to begin with. Andrew: Joe, Ive been doing these ads for a company called Toptal for a long time? I would havethe infomercial was very much entertainment. . So I did an infomercial. Youre probably expecting our typical sales pitch, but get ready for a shock. This will allow you to map out all of the major points, questions, and objections you will be covering. Im going to lose my business. They said, No, we think what youre doing is really great. Its great to have you on here. Ive got to start my own company. He did. My competition, my competitors, I was always friendly with them. They ran it for seven years and then they closed it down. Storytelling is very, very powerful. Joe: This guy, they ran an ad, got the results and then the guy bought my book, The AdWeek Copywriting Manual, or whatever. Ill give you my credit card number over the phone? So, we think, Okay. But how would you understand that people were intimidated by installing a thermostat? In 1991, he won the prestigious Maxwell Sackheim award for his creative career contributions to direct marketing. Then I get a call from AT&T. It was selling like crazy. Instead, you see similar products that claim they will make the customer lose weight, get toned, and get a flat stomach in no time. Joe: Handbook, Im sorry. 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 and weve never seen so much grass. With each passing day, Jay Sugarman overall profits continue to rise, and he is becoming more popular on the sidelines. I had to bring in extra operators, everything to take orders. Andrew: What did you learn with that? how is it spelled? WebJoseph Sugarman became one of the most successful direct marketing copywriters of the last century. Im the founder of Mixergy.com, where Ive interviewed over a thousand entrepreneurs about how they built their businesses. Dane Maxwell, a guy from my audience just flew out to his house said, Ill do whatever you need. Paint a picture of your prospects ideal outcome. Go to Toptal.com. 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. Next time youre writing copy for any advertisement, try to make the first few sentences as short as possible. Do you have any f---ing idea how 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. : Annual: $25 000 000 Monthly: $2083333,33 Weekly: $480769,23 Daily: $68493,15 This is why copywriters need to focus on writing copy around experiences, feelings, and thoughts related to what they sell. 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. He sends me the pair. 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. Joseph Sugarman became one of the most successful direct marketing copywriters of the last century. Andrew: I hit the mute button and I sneezed. 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.. (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! The list goes on. 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. Position the product youre advertising around a bigger idea or concept. Joseph Sugarman. Joe: You can check with eBay, sometimes this thing is worth $30 to $50. Your email address will not be published. Joseph Sugarman, The Adweek Copywriting Handbook The world is overflowing with ideas, hell, the world is made from ideas. 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. So his ad needed to position the product as the best option on the market. Giants general manager Joe Schoen decided to trade up Thursday night during Round 1 of the 2023 NFL Draft. Pretty soon if you get past the second or third paragraph, youre going to read the whole ad. Joe: Yeah. We were selling BluBlockers, and I get this letter from this lady in Maui and it says, Dear Mr. Sugarman, I just want you to know that I was looking so forward to getting your sunglasses, but what happened is the UPS guy delivered them to my front porch and my dog chewed them up. I put them on and I stopped squinting. Andrew: I thought I could go to Amazon and buy BluBlocker sunglasses, no? I cant think of an example right now. Each product introduction was made in large, full-page advertisements, which became the recognized signature of his creative work. DETAILS BELOW. Your prospect will sniff out any manipulation and then youve lost them. He also spoke at two other Atlanta Chabads on subsequent nights. Joe: I had a line of health products, stem cell products that helped your skin, that prevented pain, supported your being. 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. ARE YOU THINKING OUTSIDE THE BOX WITH YOUR COPY CHOICES? If somebody you dislike offers something thats too irresistible, its hard to say no. . So, we did that. Joseph also answers to Joseph H Suger, Joseph Harry Sugerman, Joseph H Sugarman, Jospeh H Sugerman and Joseph Harry Sugerman, and perhaps a couple of other You up for that? I'm so grateful for his mentorship and what his online trainings have done for me! The company later focused on selling those BluBlocker sunglasses I mentioned earlier. 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. Joe: Its been over . ", "Over the past 2 years I've bought dozens of other copywriting courses including Dan Loks High Income Copywriter. Andrew: I see. Magical Branding. Once you pick someone you can start work with them the next day. It had made him millions, literally millions. Get the best of the best right now. Every word is going to paint a picture in the customers head. Even if youre not musical, you know something is off and it ruins the experience. Andrew: What are you going to do when someone just pops into your office because they heard your address? The designer's estimated net worth is about $700M. Joe: Yeah, you cant do that because Im always on the go. I want to find out where his creativity comes from and how I could express that kind of creativity too. Joseph Sugarman also called this harmony. Joe: The one you love is going to win. How did you figure out what to do to make it interesting? Andrew: You mean rewriting. Sugarman says your prospect should feel in harmony with your copy. Let me give one exception that was a great success. We were in those publications. 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. For more on this, take a look at the Hierarchy Lens from our unique quality assurance methodology, the 13 Lenses. People would put the BluBlockers on. We made it entertaining. 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. It was really amazing. If you are a copywriter, business owner, or just someone 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? How will they reach the end where you ask for the sale? Andrew: At its height, how much did BluBlocker generate in revenue? Andrew: Its called Toptal. Andrew: And how did you know thats why they bombed? My brother looked around at the house where the wedding would take place and said, This is giant. Theyre very helpful because once you start writing copy and you start picking up some of these psychological triggers, you get motivated to buy. saving. Sugarman would spend days poring over a product and its components. . Joe: Well, I sold my property in Maui, beautiful property which I had for 22 years. Provides CEO, CFO, Director and Chief Executives trade reports, independent equity research, and stock screening. Joe: Not really. Celebrity Net Worth pegs Bidens estimated net worth at $9 million, however. Sensing the opportunity to not only extend life spans but to be responsible for helping millions of people live a better more youthful life, Sugarman agreed to head a company to market a series of products utilizing this new technology. 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. Theyll give you a really good price. So I bought it right away. Weve never seen so much grass, and then the grass ends in the ocean, which is even more beautiful. You wont see this. Well, the Bears won. Once again a concept or bigger idea is used. Chabad Intown blew off the doors on Jan. 15 with an atypical historian, storyteller and ex-mobster Myron Sugerman. Do you have a process for remembering what you read, for organizing it? As soon as they are shaking their head in disagreement or not understanding what youre saying, the sale is lost. Youve got to remember too, I wrote that ad within a day or so after I received the pair. The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters. Im trying to find an example. The columns were hilarious. Joe: I spent 22 years improving the property and making it even more beautiful than it was back then. Joe Rogan on where Tucker Carlson should go next: "He's really designed for the internet. And that should be as a result of both style and content. I read once that you said your first draft would be worse than maybe even some of your students, but you keep rewriting it. Do you have any f---ing idea how big that would be?" Finally, I sold it to the local daily newspaper, the Maui News. So I went out to this place called Makena, the town. It was a success of course. But not everything could be a winner. Steven Sugarman owns over 338 units of Banc of California Inc stock worth over $8,582 and over the last 11 years Steven sold BANC stock worth over $5,013,924. 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. They stocked up on I think 20,000 pairs of BluBlockers for me to sell. But we had this other product which was a burglar alarm. Andrew: I see it here. Its like I worked my whole life to reach a point where I was with BluBlocker. Youd be perfect for that shoot. She said, Okay. The goal is to create the curiosity in the beginning of the ad to really get that person to read. Joe: The Bears will solidly beat the other team. 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 Its easily the best material Ive ever read on copywriting and transformed me as a writer. But you were basically taking a position saying, Heres the team thats going to win. Joe: You can give a sense of urgency, for example. He was playing the 190-seat capacity Joes Pub in New York under a year ago. Because of the train system in Japan, he couldnt even take a train back home by the time he was done. You ask them, What do you take? We take all of the credit cards. I put it upside down, they walk away. He signs up. One of the few pleasures of losing weight is stepping on your bathroom scale and seeing positive results. Joe: Right. She was so impressed. Delray Beach, FL 33444 He sold thousands of grapefruits. ", 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: The other thing I was going to say too was that you want to create curiosity. Andrew: Okay. Why should we, when were creating a product and then selling it, if its software, tell people how they came up with this? I have a lot of fun with these and I pass them out to people. One cloud service from another? A household name (if your house is actually an advertising or copywriting agency). 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. Joe: Oh my goodness. In the United States, 82 years old Sugarmanns net worth is presently estimated to be over 100 million dollars. Im either in Maui or Im here in Las Vegas. Andrew: Whats one thing that you did that helped sell the newspaper? Andrew: I see. Your copy should be organised in a logical order. Its fine. How I discovered it is interesting too, really an example of karma. Joe: Well, yeah, BluBlocker was a big success. But first, let me do my ad. This sucks the reader into the copy and they cant help but flow through the remaining ad. Youre right. He is considered as a true legend in the field of TV entertainment. Joe: Well, for example, curiosity. 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. If you start like this, thats fine. Lose enough and eventually you will win. The results were fantastic. The copy of an ad needs to flow in a logical order. It was probably the best job I had in my life. WebShowing 27 distinct works. He is considered as a true legend in the field of TV entertainment. He wrote this long blog post about how he decided to switch to Bench. Joe: No, the one you love is going to win. He talks to the other, hes amazing. Andrew: Hey, everyone. I fly back to Chicago, my hometown. I noticed your first response came in the form of a story. It was so difficult to sell. This is his much talked-about house, by Michael Haverland and then Stelle Lomont Rouhani, before completion. Well, I was in electronics. joesugarman.net Profile Title:The . Get Started as a Social Media Expert for $59.40. Andrew: Yeah. He used to go to work and not come back homeactually, he would finish work I think past midnight. It says, Warning to all Bear fans: The Patriots will solidly beat the Bears and heres why. And you kind of bring people in. Could you please replace them? And of course we replaced them. Since they desire it more, the customer will also be willing to spend more of obtaining the cure.. That was his project. I learned more from the seminars than the students did. So, as your reward for making it to the end. You never really know what works and what doesnt until you test it. So I would be entertaining people. Why are you giving this away for free? Andrew: All right. Joe: Wow. He rewrote the ad and it doubled response. Its called Bench. 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 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. There are a few other stories that I tell. Youve a very good interviewer. You mentioned earlier that you didnt have any experience with television but you decided not only to create your first infomercial but to also star in it. How would you understand why someone rejected one of your ads? Andrew: Youre available at resellers online, arent you? 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. Whats that doing here? Do you find yourself using some of the triggers on people in person or with people in person? That was an interesting insight that I got. So I called up my friend and I said, Those astronaut sunglasses that youve got, please, could you send me a pair? My sister said, You know that guy? He was 83. Joe: I get great joy doing that. He wasnt really satisfied. Published on April 29, 2023 11:01 PM. Thats smart money. Heck, the best copywriters can still be persuaded and harmonized with an advertisement! So I said the greatest feature was how easy it is to install. Joseph (Joe) Sugarman Entrepreneur and founder of BluBlocker Sunglasses, Joseph Sugarman, died peacefully surrounded by his family in Las Vegas on March 18, 2022. Heres a final piece of Joseph Sugarman wisdom: Sugarman states that he had more failures than successes in his career. How Zee Ali went from selling cigarettes in the hood of Chicago to selling LeadPages founder on why you should be embarrassed by your first launch, How a list nerd grew Ranker.com to 27,000,000 monthly visitors. And the former led to the latter as he wrote prolifically and kept learning from those catastrophic early attempts. Have you ever heard a band play when one instrument is in the wrong key? Thats how we spread the word. Ive got an idea. I found that to be true. Giants general manager Joe Schoen decided to trade up Thursday night during Round 1 of the 2023 NFL Draft. We sold out the first day. And theyve continued to bang the quality drum with their current website copy. With Bench, you get a professional bookkeeping team to do your books for you and our simple, elegant software to review your finances. It was one of the most successful promotions in their history. I wasnt selling sunglasses. 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. He wanted to give it a shot. 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. The catalogue industry just grew dynamically from that point on. Chicago is my hometown. And then as an advanced concept, this is called Triggers. Its the psychological triggers that cause a person to buy. Its hard to say which one was my favorite, but I would say probably BluBlocker only because the sheer volume. And Sugarman advocates addressing your customers objections quickly and directly. Andrew: I have an example of your curiosity in action. I had it for about 22 years. For example, what do you feel or think of when I say the following words? Its such a well written ad. They introduce him to 2 developers, not 20 or 30. 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. I am not interested now in a thermostat. 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). He said, This is not my life. I cant think of anything right now. 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. 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. They used his EXACT design and copy style to grab his attention.
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