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Joshua Suherman Net Worth 2023: Money, Salary, Bio Every word is going to paint a picture in the customers head. 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. They used his EXACT design and copy style to grab his attention. Hes up there with David Ogilvy, Eugene Schwartz, and John Caples. This is what we know about Jay Sugarman net worth based on a recent study by Forbes and business insiders: Its around more than a couple of million USD. Pretty soon if you get past the second or third paragraph, youre going to read the whole ad. For example, what do you feel or think of when I say the following words? The guy was going out of business who owned it. Joseph Harry Sugerman Net Worth (2022) - GuruFocus.com Learning from Joseph Sugarman - The Creative Copywriter You figure an average of $25 a pair. With a knack for narrative, Joseph Sugarman used words to move The lesson is when we found out that he was a convicted felon, we should have cut our relationship immediately. Thanks for sharing your stories. My name is Andrew Warner. A great example of this is when Cycle magazine sent an advertisement to Joseph Sugarman himself. Burt Sugarman Net Worth Position your product as the cure to a situation rather than a prevention. So I called up my friend and I said, Those astronaut sunglasses that youve got, please, could you send me a pair? Los Angeles Football Club co-owner charged with stealing $43 They were the people that were selling the toll-free numbers. That was a lot of fun. I couldnt convince people do anything. Im trying to find an example. I wasnt selling sunglasses. Andrew: Hows that gone for you, the internet? They couldnt wait to get the copy in the mail. The total combined net worth of this years billionaires is $8 trillion, down from $8.7 trillion in 2020. He was 83. Instead of trying to tell you what a great product the MagicStat Thermostat is, were going to tear it apart unmercilessly. And then you go into, When we first saw the MagicStat, we took one look at the name and said yuck. And you just keep going from there. But I wouldnt ignore the fact that I dont have 100k to spend on a flashy car. But they will only beat the competition by selling a unique concept that appeals to their ideal customer. We sold them for something like 10 years. Andrew: There it is right on your screen now. Is that why its effective? Thank you ", "Thanks so much for your course - its full of great tips and is really helping me push myself that step further. 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. Who is Joseph Sugarman? Youve covered just about everything I could think of. Why should we, when were creating a product and then selling it, if its software, tell people how they came up with this? And thats exactly what your product does: it solves a problem. In fact, he mentions this in The Adweek Copywriting Handbook: Joseph Sugarman believed in selling a cure and not a prevention. The more you write, the more successful you become. Because of the train system in Japan, he couldnt even take a train back home by the time he was done. Andrew: One of my past interviewees I think said that entrepreneurship is lonely and that hes working on his own. Joseph Sugarman also called this harmony. But I thought this would be a really good TV ad. The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters. 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. Andrew: Did you trying to follow up the sunglasses with something else that didnt work? My second sponsor is a company called Bench. Well, as you know, here with me on Mixergy if youre listening to me, theyre going to give you a deep discount off of their price to encourage you to sign up and frankly because they want to know how many Mixergy people are signing up to figure out whether the ad here is effective for them. Sugarman would spend days poring over a product and its components. I remember feeling helpless in high school and college. Joe: The other thing I was going to say too was that you want to create curiosity. For more on this, take a look at the Hierarchy Lens from our unique quality assurance methodology, the 13 Lenses. Andrew: What are you going to do when someone just pops into your office because they heard your address? To Think Like Joe Sugarman Thats the case with BluBlocker. But I enjoyed that. Thats how Sugarman was able to keep a prospects attention throughout a whole page of copy. You delivered. Andrew: I see. Andrew: What was the funny story, acquiring it or selling it? I discovered infomercials. Could you please replace them? And of course we replaced them. 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 from these failures that I learn things. 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. The credit card companies said, No, you cant do that. While still serving as vice president, his net worth was $2.5 million, but in the years between holding political office his net worth shot up to $8 million, according to Forbes. Begin writing for money and enjoying the writer's life with AWAI. Andrew: Which of your books is a good first book to read for someone who wants to learn your writing process? 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. . Members help make our journalism possible. Web13 quotes from Joseph Sugarman: 'It's not whether you win or lose in life that's important but whether you play the game. Go sign up and Im looking forward to talking about you in a future Toptal ad there. This is why copywriters need to focus on writing copy around experiences, feelings, and thoughts related to what they sell. He was 83. 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. So I went from selling electronics to all of a sudden my focus was totally not on BluBlocker sunglasses. Joe Legendary Direct Marketer Joe Sugarman Dies At 83 Heard of Stella Artois famous campaign in the 80s? Joe: Right. 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. Burt If the Bears win, were going to cut the price in half and if the Bears lose, well sell it at full price. So, if you know that, is there a way for you to speed up their purchasing decision or encourage more people to rip out the ad? We were deluged the first day. Finally he said, You know? When you say that you read a lot about advertising, a lot of people read about a topic that theyre fascinated by. You can do this by asking relevant questions or making agreeable statements throughout the ad. Andrew: You know what, I should actually make a note to finally do that. You can then rearrange them to make the most logical sequence and to align with what customers are thinking. Go to Toptal.com. Weve been in business 30 years. Joe: Not as big as Tony Hsieh, but were happy with it. Sugarman tells his students to forget features and benefits straight off the bat. This whole interview is sponsored by two great companies. People trust you. If you can align ads with these primal feelings and desires, youll have no shortage of success as a writer. 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! There are a few other stories that I tell. Ensure the order of your advertisement and copy has a logical sequence. 2 outside Yeah. So, okay. This gets the customer in the headspace of acceptance which is exactly where you want them when you tell them to buy later on. Lloyd Sugarman Providence, Rhode Island Franchises: 15 Johnny Rockets units Annual Sales: $24 million No. Let me give one exception that was a great success. T-O-P-T-A-L, Top as in top of the mountain, Tal as in talent. Ive got another house up for sale. He is considered as a true legend in the field of TV entertainment. But I think the first pocket calculator which led to other electronicwe were the first ones to introduce to the pocket calculator. I photograph it real quick, wrote a real quick ad, ran it in this insert. These words can be used interchangeably, but the concept(No pun intended), remains the same. So his ad needed to position the product as the best option on the market. You wont see this. Theyre annotating them. You followed all the principles, go ahead, run it. He sends me the pair. how is it spelled? But it was a story. I had to fill that one page and I only had like a couple days to do it. Heres a final piece of Joseph Sugarman wisdom: Sugarman states that he had more failures than successes in his career. Joseph Sugarman is a legendary copywriter and bestselling author. I hired a sales staff to go out and sell. WebShowing 27 distinct works. Im preparing an eight-page catalogue for United Airlines, eight pages, one of the pages dropped out because the company went bankrupt. Youre a smart cookie. It was a success of course. While customers will commonly justify a purchase with logic, its based on more primitive and deeper emotion. Youve a very good interviewer. You cant hire someone with a trial period of up to two weeks. We were selling electronics. This is normally done by elaborating on the benefits of the product rather than its features. It was the bestselling product not only in the insert but that weve ever had. Download our FREE, expert eBook to unravel the mysteries of high converting copy. I recommend creating a flowchart or skeleton of your project before you begin writing. I remember what I was going to tell you. Burt Sugarman is an American film and television producer who has a net worth of $100 million. We had this ion generator. Most customers arent interested in preventing something from happening but rather curing an existing problem. sort by. Ive had seminar participantsI had this one farmer who sold grapefruits. Were betting that the Bears are going to win and to prove that, were going to sell you a computer. But the point was I made it so you were so curious and one word led to another. I do it because I have an audience of entrepreneurs who want to learn from other entrepreneurs, want to keep building their businesses, and my goal is for you to be listening to this interview, to use what youve learned, and then to come back here and do an interview yourself so you can teach other entrepreneurs how you did it. If you are a copywriter, business owner, or just someone Joseph You certainly covered that and you saved a lot of time by cutting to the chase. Reassuringly expensive was the punchy tagline. How did you figure out what to do to make it interesting? You never really know what works and what doesnt until you test it. In other words, if you have an opportunity to do something unusual, go ahead and do it. Joe: What did I put in there? Connect with your prospects desires and pain points. More importantly, how you, my listener can do that. Andrew: Is that house the house that BluBlockers built? Maybe Rumble makes a deal with him. Joseph Sugarman is a legendary copywriter and bestselling author. You knew what people felt about how tough it was to put this thermostat in their house. Andrew: I hit the mute button and I sneezed. Ive probably used them a lot. 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 wanted to get a good sense of where his business was month to month. Sugarman states that yes, you need to include features and benefits, but each sentence needs to flow into the next and thats your main aim. That means you know them and their motivations and youre connecting with their pain points and desires. Joe Sugarman Joseph (Joe) Sugarman Entrepreneur and founder of BluBlocker Sunglasses, Joseph Sugarman, died peacefully surrounded by his family in Las Vegas on March 18, 2022. Yeah. People loved it. It had made him millions, literally millions. Lets connect! 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. And then the other thing that Im most proud of is the fact that we really initiated and started the toll-free number. President Reagan just allowed the FCC or FTC to allow those. An SEO savvy content strategist and copywriter with a pretty darn creative noggin on my shoulders. The results were fantastic. He wrote this long blog post about how he decided to switch to Bench. DETAILS BELOW. He saw my ads and he says, I want to find out what the real secret is.. I have so much fun at restaurants. They start reading it and theyre curious and they keep reading it and keep reading it. He hires the second developer. Are you talking about the property out in. Joe: Because they had all the benefits that I normally put in an ad but it didnt sell. And Sugarman-Smith recalled how her father Where do we mail for that? Nowhere else can you get this offer except for Toptal.com/Mixergy. The second will do your books for you better than you ever could do it yourself. Since they desire it more, the customer will also be willing to spend more of obtaining the cure.. His major profession as a Producer has made him extremely wealthy. Joe: The one you love is going to win. My competition, my competitors, I was always friendly with them. Andrew: I want to ask you about how you said you knew that people didnt like the name. Otherwise it might sound like Top Towel or something and what does a towel have to do with this? Joe: We were very successful, by the way, with that MagicStat Thermostat. Joe I do not know why. 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. The customer needs to harmonize with the ad. Why did we get off of those? Andrew: Joe, Ive been doing these ads for a company called Toptal for a long time? 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. Carmine Mastropierro is a self-growth, marketing, and business coach that helps people transform their income, value, skills, and success. And the former led to the latter as he wrote prolifically and kept learning from those catastrophic early attempts. I said, This sounds terrific. Im really grateful to them for sponsoring. Im the founder of Mixergy.com, where Ive interviewed over a thousand entrepreneurs about how they built their businesses. If you can entertain your customers, theyll keep watching. Joseph Sugerman lives in Beverly Hills, CA; previous city include Los Angeles CA. Ill give you my credit card number over the phone? So, we think, Okay. One of the things thats one of my triggers is honesty. He pioneered the concept of using toll-free numbers to accept credit card orders by phone With each passing day, Jay Sugarman overall profits continue to rise, and he is becoming more popular on the sidelines. I go there. Hed have to find a place to sleep near the office so he could go back home to work. So I did an infomercial. Yeah. Listen to what students and people I've worked with have said. Hed hire an ad agency and theyd do the job for him. Joe: Well, yeah, BluBlocker was a big success. Burt Sugarman Net Worth | Celebrity Net Worth Thanks for liking this post. You want to have a headline that causes you to read the subheadline. They turned an objection about the price into a benefit with just two words. Ask anyone. Now what we did was we put all kinds of ads in magazines. And my two sponsors, which Im grateful for are the company that will help you hire great developers. Joe: Right. He sold thousands of grapefruits. Why do I care about how you discovered the BluBlocker sunglasses? 7 Lessons From The Legendary Joseph Sugarman - Neil Patel I found that to be true. Joe: Well, its called Maui Weekly. Hes an American living in Japan. He eventually sold 20 million pairs of the glasses using Its a collectible. Im talking about sizing, materials, colors, etc. We were providing a service that people really appreciated. Published on April 29, 2023 11:01 PM. He was starting to make money from a lot of different teachers, a lot of different customers. Joe: Okay. I would get up and they gave me five slots to sell it in. He said, This is not my life. Oatly tugs at emotions whilst delivering some facts about their product to back up those feelings. of Associates: 425. I remember as a kid watching them on television. He said this is an honest to god human bookkeeping system that manages your books using humans with software to help the humans but theyre real people keeping track of it. When I became that expert, then ideas would flow to me. If you get the customer saying Yes while reading an advertisement, they will be more likely to say yes to the sale. They all tell a story and have an emotion behind them. I earned enough money to buy that beautiful facility in Maui. We sold 20 million pair. Yes, fear is an important psychological trigger but Sugarman argues that you have to be truthful and subtle with it. Guest speaker Myron Sugerman enthralled a packed Intown Chabad audience, seen here with Rabbi Ari Sollish, signing his book. And Stupidly Reasonable Prices. This is why you dont see weight loss pills aimed at preventing weight gain from occurring, for example. A household name (if your house is actually an advertising or copywriting agency). His company, JS&A Group introduced dozens of new innovations, including the pocket calculator, the digital watch, cordless telephones, and computers sold through ads to what I think must have been skeptical audiences who were by the end of the ad so convinced to buy it that they pulled out their credit cards and bought. 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? Required fields are marked *. I love him. So I asked my sisters new mother-in-law if she would introduce me so that I can have Joe Sugarman here on Mixergy to do an interview and here he is. 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. Andrew: Whats the address? 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. This is his place. We used personalities, different things. Joe: Thats part of the editing process. Its in my book. He wittily told readers that hed pay them $10 for every grammar mistake they found in ads. ", "I came across your videos on SEO under Dan Lok University.I was a newbie to SEO & copywriting a couple of months back and fortunate enough to learn the SEO basics from you.I also came across your courses.By applying the same exact strategy on cold email, I landed a full time job in SAAS Startup. My customers are paying me to learn. Do you have a process for remembering what you read, for organizing it? But Sugarman puts a slightly different spin on it. Thats why its extremely important to make sure that the introduction to any ad is irresistible. You wasted my time to read that ad, but I want you to know how compelling that copy was. So I really appreciated that. It was just like running a business. People are going to read that, especially people who are frustrated with the talent they have. And theyve continued to bang the quality drum with their current website copy. Facebook Twitter Pinterest LinkedIn Email, Call Member Services 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. That was that people would tear out the ad from the magazine and then months later order the product. It was probably the best job I had in my life. For like three days I did a three-day seminar. Well, hes considered one of the best copywriters of all time. Exactly. I still have quite a few of these left, and Im happy to share this with your audience. That's a combined net worth with his wife, Mary Hart. Joe: Wow. Andrew: Whats one of those triggers, for example? Andrew: Whats one thing that you did that helped sell the newspaper? This is his much talked-about house, by Michael Haverland and then Stelle Lomont Rouhani, before completion. Andrew: Okay. Its called Toptal. Each product introduction was made in large, full-page advertisements, which became the recognized signature of his creative work. We used baseball stars. You ask them, What do you take? We take all of the credit cards. I put it upside down, they walk away. Joseph Harry Sugerman Net Worth (2023) | wallmine Storytelling is very, very powerful. Instead, Joe, he did 20 interviews, then 30 interviews looking for the perfect developer to hire for his company. Joseph sugarman Joe: Its listed as this is 50 years old. 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. Instead, you see similar products that claim they will make the customer lose weight, get toned, and get a flat stomach in no time. Of course that applies to the internet as well. He says that very product has its own personality and you have to dig deep to find out what it is. Joe: I get great joy doing that. Advertiser Joe Sugarman wrote a single advertisement for sunglasses that sold 100,000 pair in 6 months. Its an interesting story. Joe: Its because like I have one home right on the ocean, because youre on the ocean youve got all that salt spray. And Joseph did it a humorous way that showcased his personality and unique writing style. Is it some other system you have? 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. Andrew: Joe, what do you think of this storytelling thing? They said, Mr. So its just writing in general. His virtual assistant did it, but then he realized you know what? Catalogues literally becameit started a whole revolution. WebHe sold a used airplane valued at $190,000 for $240,000 through a single magazine ad. The more you do, the more things you do, the greater the insight that you can get and more creative you can become. Joseph Sugarman is a legendary copywriter and bestselling author. It says, Warning to all Bear fans: The Patriots will solidly beat the Bears and heres why. And you kind of bring people in. Red wine might bring up memories of dinners with your family. We made it entertaining. Isnt it JoeSugarman.com. He is more known for his work behind the camera, as a TV producer. And copywriting legend Joseph Sugarman describes his first ads as. Andrew: Yeah. I am not interested now in a thermostat. This is because every customer experiences emotions when they need a problem solved. Its such a well written ad. Im Konrad. ", "I really appreciate your input. Mon Fri 9:00 AM to 5:00 PM ET Joe: Not really. Ive proven that many times, especially with my seminar participants. He talks to the other, hes amazing. Even if youre not musical, you know something is off and it ruins the experience. Finally, I sold it to the local daily newspaper, the Maui News. So whats the real key? Also we grew hair, which was a very interesting concept. Andrew: Yeah. Keep doing a lot of writing and youll get better and better at it, and thats what happened with your students. Today hes here. We were in Walgreens for almost 20 years selling at retail. Why do they care? Jay Sugarmans Philadelphia Union $1 is worth $17.67 dollars today. Steven Sugarman BANC stock SEC Form 4 insiders trading He hands me a pair of sunglasses because he saw I was squinting. The estimated Net Worth of Steven Sugarman is at least $5.02 Million dollars as of 16 August 2016. Joe: No, the one you love is going to win. We accepted them for about six months and we never got ripped off. Joseph I read once that you said your first draft would be worse than maybe even some of your students, but you keep rewriting it. 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. Joe: The Bears will solidly beat the other team. Welcome, robot overlords: The best AI tools for copywriting in 2023, Copy By Committee: why the world would be a better place without it. Your copy should be organised in a logical order. They introduce him to 2 developers, not 20 or 30. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Andrew: Its called Toptal. We established a sales volume. Furthermore, a customer that is advertised a prevention-oriented product wont be as likely to spend as much. ' I put that in there. Thats smart money. I used that as a turning point. 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. Maybe Rumble makes a deal with him. In order to build a curiosity, I start knocking the product, calling it stupid, calling the name stupid, really blasting the product.. Andrew: I thought I could go to Amazon and buy BluBlocker sunglasses, no? by. In 2020-2021, his net worth has grown rapidly.

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