They used his EXACT design and copy style to grab his attention. Its from these failures that I learn things. 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. You never really know what works and what doesnt until you test it. The lesson is when we found out that he was a convicted felon, we should have cut our relationship immediately. My name is Andrew Warner. I recommend creating a flowchart or skeleton of your project before you begin writing. Youre right. The goal is to create the curiosity in the beginning of the ad to really get that person to read. Thanks for sharing your stories. He talks to the other, hes amazing. Bless you. You can also fragment sentences. Joe: Well, first of all, the product came to me because the company was in trouble and they needed to liquidate it. Sugarman? I said, Yes. We know what youve been doing. I said, Uh-oh, Im now in trouble. Theyre annotating them. And in order to know what would appeal to both parts of my brain, you would need to have discovered my motivations. We were advertising in just about every magazine you could thinkWall Street Journal, Playboy, you name it. He wittily told readers that hed pay them $10 for every grammar mistake they found in ads. Once again a concept or bigger idea is used. It shows the point that I wanted to make before was youre going along doing what you think you should be doing and all of a sudden youre going 90 degrees in a different direction and thats where you make your success. A great example of this is when Cycle magazine sent an advertisement to Joseph Sugarman himself. But heres the catch They used his EXACT design and copy style to grab his attention. While it couldve greatly backfired, Joseph found it entertaining and bought ad space in their magazine. I photograph it real quick, wrote a real quick ad, ran it in this insert. This is normally done by elaborating on the benefits of the product rather than its features. You were selling them for $400, which was still much cheaper than people expected. Youve got to have a signature of the customer. I said, Wait a second. I found out. Go sign up and Im looking forward to talking about you in a future Toptal ad there. Thats the case with BluBlocker. And copywriting legend Joseph Sugarman describes his first ads as horrible. Joe: This guy, they ran an ad, got the results and then the guy bought my book, The AdWeek Copywriting Manual, or whatever. I was not interested in a thermostat. Its a long story, but Ive got thousands of these cards left. We accepted them for about six months and we never got ripped off. Thats a great name if you understand how its spelled. Maybe Rumble makes a deal with him. Joe: The Bears will solidly beat the other team. You certainly covered that and you saved a lot of time by cutting to the chase. I have some beautiful examples of their success. And theyve continued to bang the quality drum with their current website copy. Now, it was illegal to take a credit card order over the phone. Oh, one last thing before we goGoogle, they hired me. 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. WebJoseph Harry Sugerman Net Worth 2022 and insider trades. Sugarman is also a published author with six books to his credit. Focus on creating advertisements around emotions and experiences since these drive purchasing decisions to begin with. The catalogue industry just grew dynamically from that point on. Ill get them made. The funny part about it was that we were making a nice profit on that as well. The designer's estimated net worth is about $700M. They ran it for seven years and then they closed it down. I remember Triggers is the one that got me interested in you. All of them available on Kindle, which is my preferred way of reading it and paper, of course. Thats how Sugarman was able to keep a prospects attention throughout a whole page of copy. Storytelling is very, very powerful. This sucks the reader into the copy and they cant help but flow through the remaining ad. It makes me feel like youre more honest, that youre giving me a balanced view of the product. They sell our sunglasses all over the world, actually. Well, the Bears won. You never knewdirect marketing is very counterintuitive. I couldnt convince people do anything. Ive got two months to get them made. 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. Now we sell a few thousand, but thats it. But I enjoyed that. Joe: Ive had more people allergic to me. Then I get a call from the manufacturer. Joseph Sugarman is a legendary copywriter and bestselling author. Over the last 18 years, insiders at MGM Resorts International have traded over $400,001,568,942,252 worth of MGM Resorts International stock and bought 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. His books include AdWeek Copywriting Manual, Triggers, The Seven Forces of Joe: Oh my goodness. My brother looked around at the house where the wedding would take place and said, This is giant. Why should we, when were creating a product and then selling it, if its software, tell people how they came up with this? Ill give you my credit card number over the phone? So, we think, Okay. 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. He pioneered the concept of using toll-free numbers to accept credit card orders by phone 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. We were providing a service that people really appreciated. You can see the name of Burt Sugarman in the credits for the shows that go back as far as the early 1970s. I'm so grateful for his mentorship and what his online trainings have done for me! We sold 20 million pair. I read once that you said your first draft would be worse than maybe even some of your students, but you keep rewriting it. Were betting that the Bears are going to win and to prove that, were going to sell you a computer. I had it for about 22 years. And Joseph did it a humorous way that showcased his personality and unique writing style. Heck, the best copywriters can still be persuaded and harmonized with an advertisement! Entrepreneur and founder of BluBlocker Sunglasses, Joseph Sugarman, died peacefully surrounded by his family in Las Vegas on March 18, 2022. 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. Joseph Sugarman also called this harmony. 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. What differentiates one dating app from another? Now what we did was we put all kinds of ads in magazines. Im the founder of Mixergy.com, where Ive interviewed over a thousand entrepreneurs about how they built their businesses. So we created this infomercial. Who is Joseph Sugarman? You cant hire someone with a trial period of up to two weeks. Its hard to say which one was my favorite, but I would say probably BluBlocker only because the sheer volume. 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. Well, I was in electronics. How did I feel when I put them on? 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. Ive got an idea. But Im going to give you a special URL where they are giving Mixergy listeners something that theyre not giving anyone else. If you buy this right now, instead of paying $100, your cost would only be $50. It had made him millions, literally millions. Ive probably used them a lot. Facebook Twitter Pinterest LinkedIn Email, Call Member Services I said, This sounds terrific. Jay Sugarmans Philadelphia Union $1 is worth $17.67 dollars today. It was so difficult to sell. Your email address will not be published. In 1987, Sugarman became Johnny Rockets' first franchisee, building five top-revenue locations in San Francisco. Upon signup, youre paired with a team of dedicated bookkeepers who understand your business and use simple, intuitive software to balance your books. That's a combined net worth with his wife, Mary Hart. One that uses simple language and opens a curiosity loop. Joe: You mentioned I used to teach a seminar. I think that book was The AdWeek Copywriting Handbook.. Thats funny, but I never figured it out. Andrew: Whats the address? The one for BluBlocker, I tell the story of how I discovered it. Id like to try it. I should do a one-sentence description of who Joseph Sugarman is and just move on. But I went with a story because it felt right. I cant think of an example right now. I remember what I was going to tell you. I was very honest about how bad it was. We were deluged the first day. So I went out to this place called Makena, the town. He signs up. But I thought this would be a really good TV ad. I noticed your first response came in the form of a story. Im going to listen to what Andrew says. Joe: Absolutely. He says that very product has its own personality and you have to dig deep to find out what it is. I wasnt selling sunglasses. $100,000 - $1M. And thats exactly what your product does: it solves a problem. I could use those principles and make the newspaper really very, very popular. Thats exactly what I did. Remember the first piece of copy you wrote? Level up your income, skills, and growth with my online courses. It required a little bit of installation. But Im sure I have, just fromagain, its all these failures Ive had. You wasted my time to read that ad, but I want you to know how compelling that copy was. So I really appreciated that. But first, let me do my ad. Its like I worked my whole life to reach a point where I was with BluBlocker. 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. It was the bestselling product not only in the insert but that weve ever had. I know theres someone listening going, Andrew, I was about to say, but I was deep in the conversation. So many businesses unfortunately only write copy that explains the factual pieces of information about an item. Burt Sugarman is an American film and television producer who has a net worth of $100 million. Joe: Well, I sold my property in Maui, beautiful property which I had for 22 years. Joe: Right. I knew that because I had run other products that required installation and they bombed. The red goes to the red. Joe: You can check with eBay, sometimes this thing is worth $30 to $50. Andrew: You know what, I should actually make a note to finally do that. Welcome, robot overlords: The best AI tools for copywriting in 2023, Copy By Committee: why the world would be a better place without it. We were selling electronics. Joe: Its because like I have one home right on the ocean, because youre on the ocean youve got all that salt spray. Joe Rogan on where Tucker Carlson should go next: "He's really designed for the internet. Andrew: Its called Toptal. I didnt do electronics. 220 George Bush Blvd, Suite D He once sold a used plane for $240,000 that was valued at $190,000 through one magazine ad. ", "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. Joe: I just recently sold it. 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? Joe: What did I put in there? This is why you dont see weight loss pills aimed at preventing weight gain from occurring, for example. And in the process, he got his new No. Whats one place where you brought in your copywriting skills? People get kind of hooked. Im going to lose my business. They said, No, we think what youre doing is really great. Andrew: I want to ask you about how you said you knew that people didnt like the name. Why are you giving this away for free? 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. Not the ion generatorlet me talk about something else. Andrew: One of my past interviewees I think said that entrepreneurship is lonely and that hes working on his own. Celebrity Net Worth pegs Bidens estimated net worth at $9 million, however. 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. 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. Giants general manager Joe Schoen decided to trade up Thursday night during Round 1 of the 2023 NFL Draft. Hes an American living in Japan. His major profession as a Producer has made him extremely wealthy. You watch them walk away and all of a sudden they turn around and its so funny. 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 had to buy the pair in order to know. Im looking for it online right now. Andrew: I appreciate that. 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. Chabad Intown blew off the doors on Jan. 15 with an atypical historian, storyteller and ex-mobster Myron Sugerman. The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters. Magical Branding. It was probably the best job I had in my life. Get my latest content on business, marketing, and copywriting. So I called up my friend and I said, Those astronaut sunglasses that youve got, please, could you send me a pair? by. I said, Who owns this? She says, Oh, its the Japanese. The Japanese? Yeah, they bought it, but theyre in trouble right now and they might have to sell it, because there was a recession taking place in Japan. Joe: You can give a sense of urgency, for example. It keeps our business going and its 30 years now, 30 years for BluBlocker. ", "Carmine has drastically increased my income and growth in the matter of months. ' 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. So today Im sharing with you seven of his copywriting tips that will help you up your game. The second will do your books for you better than you ever could do it yourself. He wanted to get a good sense of where his business was month to month. Like Discords lovely and lyrical homepage copy: Your copy should be compelling. Its called Toptal.com/Mixergy and the second one is a company that will do your books for you. And the former led to the latter as he wrote prolifically and kept learning from those catastrophic early attempts. These words can be used interchangeably, but the concept(No pun intended), remains the same. Once you pick someone you can start work with them the next day. So I did an infomercial. Yeah. Its in my book. Is it AdWeek Copywriting Manual? 2 outside Some of my best ads I wrote once, made a few little corrections and boom, it took off. 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 . He was the first to market the cordless phone and the Joe: Exactly. Its very, very helpful. Tip #7: Understand the nature of the product. Its such a well written ad. And then as an advanced concept, this is called Triggers. Its the psychological triggers that cause a person to buy. Andrew: Why are you doing this? Delray Beach, FL 33444 Andrew: That part I get. Use statements and questions that will get customers nodding their heads in agreement. 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. Now with the internet, its so much easier because first of all, you can test very inexpensively. 4.11 avg rating 1,222 ratings published 2006 17 editions. Nobody needs a story for two minutes. I would havethe infomercial was very much entertainment. 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 Please enter your email address to continue. You might irritate some grammar scholars, but customers wont mind. ", 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. 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 Joe: Its listed as this is 50 years old. Joe: Its been over . Id have different columns. Carefully select words based on how you want customers to feel while reading your copy. A household name (if your house is actually an advertising or copywriting agency). Joe: Yeah. Your email address will not be published. Absolutely. You want to build curiosity so when they start reading your ad, they dont stop until they finish and go to the end. And copywriting legend Joseph Sugarman describes his first ads as. Im cringing thinking of mine. So storytelling, why is storytelling so great? Position your product as the cure to a situation rather than a prevention. The copy of an ad needs to flow in a logical order. Andrew: I have a friend whos now selling his companys stuff, his software and partnerships with them to Google and Facebook and other companies. 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.. We established everything. Joe: Well, it depends. Steven Sugarman BANC stock SEC Form 4 insiders trading I bought the newspaper. I learned more from the seminars than the students did. Im Konrad. Reassuringly expensive was the punchy tagline. Joe: It happened with me. Because we wanted to sell our products through the internet. 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. Joseph Sugarman is a legendary copywriter and bestselling author. All components used in the Midex system are of aerospace quality and of such high reliability that they pass the military standard. Heres one you have in your book.
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