How could you spend a half hour selling a pair of sunglasses? Finally he said, You know? . Andrew: Whats the address? Each product introduction was made in large, full-page advertisements, which became the recognized signature of his creative work. Sugarman says your prospect should feel in harmony with your copy. Finally, I sold it to the local daily newspaper, the Maui News. ", "Over the past 2 years I've bought dozens of other copywriting courses including Dan Loks High Income Copywriter. Joe: This guy, they ran an ad, got the results and then the guy bought my book, The AdWeek Copywriting Manual, or whatever. He then spent over three years in Germany where he served with the Army Intelligence Service and later with the CIA. Joe: Its been over . 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. Thanks, Joe and thank you all for being a part of Mixergy. Mon Fri 9:00 AM to 5:00 PM ET joesugarman.net Profile Title:The Sugarman is also a published author with six books to his credit. He knew that writing the copy equivalent of: But he was confident that eventually, a circumstance would happen in his prospects lives that would trigger the purchase. Why should we, when were creating a product and then selling it, if its software, tell people how they came up with this? So, I kept doing this. Joe: Oh my goodness. Since they desire it more, the customer will also be willing to spend more of obtaining the cure.. Didnt you also buy a newspaper in Hawaii, in Maui? You watch them walk away and all of a sudden they turn around and its so funny. Joe: Okay. . It was probably the best job I had in my life. How will they reach the end where you ask for the sale? 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 still have quite a few of these left, and Im happy to share this with your audience. People get kind of hooked. Joe: Thank you. Storytelling is very, very powerful. Weve been in business 30 years. Heres a final piece of Joseph Sugarman wisdom: Sugarman states that he had more failures than successes in his career. He says that very product has its own personality and you have to dig deep to find out what it is. He makes no outlandish promise about reliability and invites the reader to be the judge, showing implicit trust in their shrewd intelligence. Thats probably one of the strongest triggers that we have and that is storytelling. Youre right. 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.
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