How I discovered it is interesting too, really an example of karma. 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. There were a lot of timesthe thermostat ad was a good example. Sugerman, who was Trust is another issue, another trigger. 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. More Ways to Contact Us , Begin writing for money and enjoying the writer's life with AWAI! Want Sales Copywriting that Snags, Compels and Converts. We were in Walgreens for almost 20 years selling at retail. Andrew: Did I say the AdWeek Copywriting Manual? Its the AdWeek Copywriting Handbook.. Once you pick someone you can start work with them the next day. A household name (if your house is actually an advertising or copywriting ', 'Not many people are willing to give failure a second opportunity. He ran the ad. How could you spend a half hour selling a pair of sunglasses? Yes, the latest Aston Martin car would make me feel successful. I have a lot of fun with these and I pass them out to people. 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. 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. Andrew: You dont even need an electrician. Id have different columns. I said, How can I spend an hour talking about storytelling? So, I started looking over some of the ads that I had written and my goodness, most of those ads were fabulous successes. He says, Joe, what do you think? And I said, My god, this is terrific. Its hard to say which one was my favorite, but I would say probably BluBlocker only because the sheer volume. Weve never seen so much grass, and then the grass ends in the ocean, which is even more beautiful. My second sponsor is a company called Bench. 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. Im going to lose my business. They said, No, we think what youre doing is really great. Its a long story, but Ive got thousands of these cards left. My customers are paying me to learn. WebApr 21, 2019 - Explore Richard Nguyen's board "Print ads - Joseph sugarman" on Pinterest. ", "Over the past 2 years I've bought dozens of other copywriting courses including Dan Loks High Income Copywriter. 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. Im preparing an eight-page catalogue for United Airlines, eight pages, one of the pages dropped out because the company went bankrupt. Now with the internet, its so much easier because first of all, you can test very inexpensively. Here it is. While customers will commonly justify a purchase with logic, its based on more primitive and deeper emotion. It ran for 10 years. Andrew: And how did you know thats why they bombed? I was involved with this Batman show. I would get up and they gave me five slots to sell it in. WebJoseph Harry Sugerman Net Worth 2022 and insider trades. Youve got to have a signature of the customer. I said, Wait a second. Andrew: I want to ask you about how you said you knew that people didnt like the name. I remember as a kid watching them on television. Why did we get off of those? They said, Mr. Joe: Well, what we did was the company came to us and they said, Were doing marginally well, but weve got a great product. And I said, Okay, if youve got a great product and youre doing marginally well, let me just take a look at it. They told me the name of it and how it works and all that kind of stuff. The ion generator was a big success. You up for that? Im really grateful to them for sponsoring. (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! Im looking for it online right now. They used his EXACT design and copy style to grab his attention. 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. He makes no outlandish promise about reliability and invites the reader to be the judge, showing implicit trust in their shrewd intelligence. We were the first ones to introduce the digital watch. Joe Bidens Net Worth. 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. I get up and the first slot, I sold all 20,000 pair. He wrote this long blog post about how he decided to switch to Bench. Andrew: You mean rewriting. So many businesses unfortunately only write copy that explains the factual pieces of information about an item. Content strategy agency qualities you should look for, How to write copy for audiences that are allergic to marketing, Press Releases, PR Strategy & Media Training, 10 Online Copywriting Courses Which Nail It! He was playing the 190-seat capacity Joes Pub in New York under a year ago. Do you have any f---ing idea how big that would be?" Concept, brand, position. Lose enough and eventually you will win. 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 Joseph Sugarman is one of the most epic copywriters thats ever lived. If you suspect somebody as being not right, dont deal with them. Carefully select words based on how you want customers to feel while reading your copy. Joe: It happened with me. It was so difficult to sell. He couldnt do it himself, so he asked his virtual assistant to do it for him because hes a guy who likes to delegate. One of my past interviewees, a guy name Patrick McKenzie, was a Japanese salary man when I first met him. People are going to read that, especially people who are frustrated with the talent they have. But they will only beat the competition by selling a unique concept that appeals to their ideal customer. We were in those publications. I used to read his book instead of hanging out with my friends when I was in school.. Facebook Twitter Pinterest LinkedIn Email, Call Member Services Thats why its extremely important to make sure that the introduction to any ad is irresistible. So I saw that, and then I started running print ads. When you say that you read a lot about advertising, a lot of people read about a topic that theyre fascinated by. Well, the Bears won. Im talking about sizing, materials, colors, etc. That was huge. Finally he said, You know? All components used in the Midex system are of aerospace quality and of such high reliability that they pass the military standard. It makes me feel like youre more honest, that youre giving me a balanced view of the product. They block all the blue light. He gives me this whole pitch. 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. Andrew: Hows that gone for you, the internet? He sends me the pair. Now what we did was we put all kinds of ads in magazines. How would you understand why someone rejected one of your ads? This is normally done by elaborating on the benefits of the product rather than its features. You follow it. He then describes the features that ought to give the reassurance he doesnt want to promise. We were deluged the first day. He signs up. The goal is to create the curiosity in the beginning of the ad to really get that person to read. Joe: Thank you. How Much Burt Sugarman Earns A Year? Thats a great name if you understand how its spelled. He launched his direct mail agency JS&A Group through writing ads by hand and has no shortage of amazing feats in advertising. Its called Bench.co. Its in my book. It's only a matter of time. WebBurt Sugarmans net worth is $25 million. The funniest letter Ive ever received came from this woman who said, I read your ad in The Wall Street Journal or whatever it was and I just want you to know I could not stop reading it. More importantly, how you, my listener can do that. The first will help you hire your next great developer. Theyre giving Mixergy listeners 80 hours of developer credit when they pay for their first 80 hours. Are you talking about the property out in. But the point was I made it so you were so curious and one word led to another. When I became that expert, then ideas would flow to me. Joe: Times have really changed. Burt Sugarman is an American film and television producer who has a net worth of $100 million. If you can entertain your customers, theyll keep watching. 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. This is his place. 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. But I agree. The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters. The Amazon CEO is valued at $113 billion, down from $131 billion last year. Thats in addition to a no-risk trial period of up to two weeks. 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? But, yours was by far the best of all. 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. Dane Maxwell, a guy from my audience just flew out to his house said, Ill do whatever you need. Hes the real deal. 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. Hed hire an ad agency and theyd do the job for him. Thats how we spread the word. He sold thousands of grapefruits. Tip #7: Understand the nature of the product. Joe: What did I put in there? Instead, you see similar products that claim they will make the customer lose weight, get toned, and get a flat stomach in no time. Theyll give you a Mixergy exclusive and youll see it right there on the page. They fail once and it is all over. The one you love is going to love.. Its a collectible. You were selling them for $400, which was still much cheaper than people expected. Joe: You can give a sense of urgency, for example. Provides CEO, CFO, Director and Chief Executives trade reports, independent equity research, and stock screening. I have so much fun at restaurants. You listen to it. I created this for the Batman show back 50 years ago. 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? WebJoseph Sugerman is 75 years old today because Joseph's birthday is on 12/17/1947. Begin writing for money and enjoying the writer's life with AWAI. 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. You can see the name of Burt Sugarman in the credits for the shows that go back as far as the early 1970s. We were providing a service that people really appreciated. The estimated Net Worth of Steven Sugarman is at least $5.02 Million dollars as of 16 August 2016. Andrew: You know what, I should actually make a note to finally do that. Andrew: What are you going to do when someone just pops into your office because they heard your address? With Bench, you get a professional bookkeeping team to do your books for you and our simple, elegant software to review your finances. I had never done one before, never been on TV before. It says, Warning to all Bear fans: The Patriots will solidly beat the Bears and heres why. And you kind of bring people in. Level up your income, skills, and growth with my online courses. DETAILS BELOW. Its easily one of the top 5 books on copywriting. Burt So today Im sharing with you seven of his copywriting tips that will help you up your game. 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 Mary, his wife, has a net worth of around 100 million dollars. I couldnt communicate well. Ive got an idea. Family & Early Life The USA is where Jay Sugarman was born. 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. The catalogue industry just grew dynamically from that point on. Download our FREE, expert eBook to unravel the mysteries of high converting copy. So we did that. 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. Andrew: Hey, everyone. Joe: This guy, they ran an ad, got the results and then the guy bought my book, The AdWeek Copywriting Manual, or whatever. And he happened to write a book on copywriting that has become a classic. Joe: Not as big as Tony Hsieh, but were happy with it. Joe: Exactly. Sugarman tells his students to forget features and benefits straight off the bat. One cloud service from another? I cant think of an example right 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. Remember I said we sold 100,000 pair in six months. No product is perfect, but judge for yourself. In 1979, Sugarman was selected as the Direct Marketing Man of the Year in New York. Well, with this new infomercial, we were selling 300,000 pair in one month. 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. What IP addresses does Joesugarman.net resolve to? Andrew: Why are you doing this? Could you please replace them? And of course we replaced them. Joe: The Bears will solidly beat the other team. So he goes to Toptal. Andrew: One of my past interviewees I think said that entrepreneurship is lonely and that hes working on his own. Theyre studying them. WebHe sold a used airplane valued at $190,000 for $240,000 through a single magazine ad. Forget the wedding, this is going to be an amazing experience with an amazing wedding on top of it.. Joe: Ill give them one. Ensure the order of your advertisement and copy has a logical sequence. So its just writing in general. You can always Google. I wasnt selling sunglasses. I was very honest about how bad it was. Even if youre not musical, you know something is off and it ruins the experience. Your prospect will sniff out any manipulation and then youve lost them. Then I get a call from the manufacturer. Want to Read. Hes up there with David Ogilvy, Eugene Schwartz, and John Caples. I go there. The company later focused on selling those BluBlocker sunglasses I mentioned earlier. Nobody needs a story for two minutes. 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. The customer needs to harmonize with the ad. That means you know them and their motivations and youre connecting with their pain points and desires. Andrew: Why does someone care aboutI know I do, but I dont know why I care. You can then rearrange them to make the most logical sequence and to align with what customers are thinking. Now, it was illegal to take a credit card order over the phone. Again, if you experience life, if you read all the books, if you justoh, and another thing is just keep writing, the better you get. He was starting to make money from a lot of different teachers, a lot of different customers. We sold them for something like 10 years. Well, I was in electronics. We were the first ones to introduce many of these innovations in electronics. Andrew: Oh, maybe Im misreading it. It was just like running a business. Its called Bench. He is considered as a true legend in the field of TV entertainment. You ask them, What do you take? We take all of the credit cards. I put it upside down, they walk away. 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. I think you want to come across as being likeable. He could have hired a bookkeeper, but the problem with a bookkeeper is youve got one pair of eyes, one person looking at it.
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