Joe: One questionyou didnt spell out Toptal. They sell our sunglasses all over the world, actually. Youve got to have a signature of the customer. I said, Wait a second. Hey, you never know. Another thing too that was interesting too, I used to give seminars for several years. You might not know this, but I am probably the biggest failure youll ever interview on your show, primarily because I have failed so many more times. And my two sponsors, which Im grateful for are the company that will help you hire great developers. Want to Read. You know this of course. They all tell a story and have an emotion behind them. He wanted to give it a shot. So its just writing in general. Would you? Why do they care? This would make a great mail order item. He says, No, the company is going out of business. I said, Okay., We finished the meeting. Founder of BluBlocker Sunglasses, part-time Maui resident, I said, Okay. Like this guy, he doubled his response as a consequence. They fail once and it is all over. I fly back to Chicago, my hometown. Not only that but changing a single word can often increase the conversion and response rate of an ad itself. Thank you ", "Thanks so much for your course - its full of great tips and is really helping me push myself that step further. Andrew: To teach the people at Google how to write more effective ads, even people who have incredible stats but they want you to do it for them and teach them? Your bathroom scale is like a report carda feedback mechanism that tells you how well youve done.. The list goes on. But it was that one success that I would write the ad for that would just explode my sales. The copy of an ad needs to flow in a logical order. I still have quite a few of these left, and Im happy to share this with your audience. Joe: Oh my goodness. 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? He says that very product has its own personality and you have to dig deep to find out what it is. Now with the internet, its so much easier because first of all, you can test very inexpensively. ", "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. 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. Its great to have you on here. The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters. Andrew: I thought I could go to Amazon and buy BluBlocker sunglasses, no? Im looking for it online right now. We were driving to see a new product. But how would you understand that people were intimidated by installing a thermostat? When you say that you read a lot about advertising, a lot of people read about a topic that theyre fascinated by. Joe: No, the one you love is going to win. The one you love is going to love.. . What IP addresses does Joesugarman.net resolve to? But most importantly, every great ad is based on emotion. He wasnt really satisfied. Joe: Ill give them one. You can see the same thing being done by every luxury brand in the world. Oh, one last thing before we goGoogle, they hired me. People loved it. People get kind of hooked. Joseph Sugarman also called this harmony. So, theyve got a special URL where they can keep track of how well Im doing for them and where they can give you a discount. And theyve continued to bang the quality drum with their current website copy. Andrew: Whats the address? Of course that applies to the internet as well. He started this bingo card creator. Andrew: Which of your books is a good first book to read for someone who wants to learn your writing process? And some customers told Sugarman theyd cut the ad out and filed it away ready for when they needed it exactly as predicted. Joe: Thats part of the editing process. Thanks for being on here. Entrepreneur and founder of BluBlocker Sunglasses, Joseph Sugarman, died peacefully surrounded by his family in Las Vegas on March 18, 2022. Joseph Joe: At the height, of course, we were selling 300,000 pair a month. Thats how Sugarman was able to keep a prospects attention throughout a whole page of copy. Why is this? Thats the way it goes. But not everything could be a winner. You do have a website, dont you? 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. Instead, Joe, he did 20 interviews, then 30 interviews looking for the perfect developer to hire for his company. Joseph Sugarman has sold millions of dollars worth of products and made many men and women rich. Thanks for liking this post. Next time youre writing copy for any advertisement, try to make the first few sentences as short as possible. Thats probably one of the strongest triggers that we have and that is storytelling. Do you find yourself using some of the triggers on people in person or with people in person? I had it for about 22 years. 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. Joe: Ive had more people allergic to me. He ran the ad. Joe: 300,000 pair in one month, primarily from TV. That was that people would tear out the ad from the magazine and then months later order the product. I guess broader terms, was that the big success of your career? Its called Bench.co. Im trying to find an example. I was selling all kinds of electronics, digital watches, whatsoever. So his ad needed to position the product as the best option on the market. I was involved with this Batman show. Tip #7: Understand the nature of the product. A household name (if your house is actually an advertising or copywriting Andrew: Did I say the AdWeek Copywriting Manual? Its the AdWeek Copywriting Handbook.. From the start of Bidens presidency until July 2022, the economy averaged a net increase of 553,000 jobs per month. We were the first ones to introduce many of these innovations in electronics. Is it some other system you have? If you can entertain your customers, theyll keep watching. I was very honest about how bad it was. 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 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. ' I put that in there. I bought the newspaper. And in the process, he got his new No. If they dont read the first sentence, how will they read the second? ' 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. Andrew: Whats one thing that you did that helped sell the newspaper? The more you do, the more things you do, the greater the insight that you can get and more creative you can become. So I offered good value. If you suspect somebody as being not right, dont deal with them. This gets the customer in the headspace of acceptance which is exactly where you want them when you tell them to buy later on. Joe: Yeah. Think about the rhythm of your sentences. WebJoseph Sugarman became one of the most successful direct marketing copywriters of the last century. The wires are all color coded. Mary, his wife, has a net worth of around 100 million dollars. A household name (if your house is actually an advertising or copywriting agency). Yes, fear is an important psychological trigger but Sugarman argues that you have to be truthful and subtle with it. Is it some other process? There are a few other stories that I tell. Andrew: What did you learn with that? Because of the train system in Japan, he couldnt even take a train back home by the time he was done. 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. You can bring in greed. Youre right. Weve never seen so much grass, and then the grass ends in the ocean, which is even more beautiful. We were providing a service that people really appreciated. This is because every customer experiences emotions when they need a problem solved. Id like to try it. Thats why its extremely important to make sure that the introduction to any ad is irresistible. Is that why its effective? Every word you use matters. Andrew: BluBlocker.com for sure and of course people can see it on Amazon if they want. I didnt do electronics. And in the process, he got his new No. And dont try to trick them or scare them into taking action. We were deluged the first day. Theyre studying them. Im most proud of that because it took guts to do it. All components used in the Midex system are of aerospace quality and of such high reliability that they pass the military standard. 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. Andrew: What was the funny story, acquiring it or selling it? He saw my ads and he says, I want to find out what the real secret is.. 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. And Joseph did it a humorous way that showcased his personality and unique writing style. It was just a pair of sunglasses. Ive got another house up for sale. 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. We accepted them for about six months and we never got ripped off. I couldnt communicate well. We established a sales volume. In fact, he mentions this in The Adweek Copywriting Handbook: Joseph Sugarman believed in selling a cure and not a prevention. Its very, very helpful. Published on April 29, 2023 11:01 PM. Maybe Rumble makes a deal with him. Joe: You mentioned I used to teach a seminar. I really learned a lot just by teaching what I knew. The Hamptons' billionaire lane, mapped - Curbed Hamptons Thats cool, but customers dont really care. So I did an infomercial. Sugarman tells his students to forget features and benefits straight off the bat. Joe: Thats a good point. Month: Lloyd Sugarman 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. We had this ion generator. Have you ever heard a band play when one instrument is in the wrong key? Joseph Sugarman We sold them for something like 10 years. Learn more, American Writers & Artists Institute Andrew: One of my past interviewees I think said that entrepreneurship is lonely and that hes working on his own. Youre a smart cookie. Italy can make you think of pizza, pasta, and soccer. Mon Fri 9:00 AM to 5:00 PM ET Youd be perfect for that shoot. She said, Okay. It was very much like running a business. Joseph Sugarman believed that the first sentence of your copy should be short because its easier to read and creates fewer obstacles. He once sold a used plane for $240,000 that was valued at $190,000 through one magazine ad. 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. You followed all the principles, go ahead, run it. I ran it for seven years. She was so impressed. When I became that expert, then ideas would flow to me. Burt Giants general manager Joe Schoen decided to trade up Thursday night during Round 1 of the 2023 NFL Draft. He is considered as a true legend in the field of TV entertainment. No product is perfect, but judge for yourself. 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. He makes no outlandish promise about reliability and invites the reader to be the judge, showing implicit trust in their shrewd intelligence. ", "I really appreciate your input. Andrew: Oh, maybe Im misreading it. The red goes to the red. QVC was a big success. You need to tap into both the prospects primal brain and their rational brain. Dane Maxwell, a guy from my audience just flew out to his house said, Ill do whatever you need. You want to have a subheadline that causes you to read the first sentence in the copy. He sends me the pair. So storytelling, why is storytelling so great? Its in my book. The funny part about it was that we were making a nice profit on that as well. Isnt it JoeSugarman.com. Joe: I just recently sold it. You can do this by asking relevant questions or making agreeable statements throughout the ad. We took the garbage that she sent. Thanks for sharing your stories. Such as: And its not just the first sentence. Delray Beach, FL 33444 Giants general manager Joe Schoen decided to trade up Thursday night during Round 1 of the 2023 NFL Draft. I read his story and I said, You know, I could apply these same principles that I taught at my seminar. Andrew: Why does someone care aboutI know I do, but I dont know why I care. It says, Warning to all Bear fans: The Patriots will solidly beat the Bears and heres why. And you kind of bring people in.

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