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Marketer
Oldies - Joe Sugarman
The statement, “The pen is mightier than
the sword,” could not ring more true than with Joe Sugarman. Just
through his literary talent, he has become one of America’s top
marketing and advertising entrepreneurs and has built numerous large
businesses. His expertise is in advertising, Direct Marketing and
sales.
Sugarman has
created several products that include videos, audios and books. The
following products are some of his most popular: Advertising Secrets of
the Written Word; Triggers: 30 Sales Tools You Can Use To Control the
Mind of Your Prospect to Motivate, Influence and Persuade; Television
Secrets for Marketing Success; Marketing Secrets of a Mail Order
Maverick; and Success Forces.
Sugarman’s
talent is renowned and he has trained a plethora of entrepreneurs and
CEOs and has aided them in increasing their sales potential.
Sugarman
doesn’t just preach to the crowd he also has substantial business
authority. In 1971, Sugarman formed a company to market the world’s
first pocket calculator via direct marketing, an exciting opportunity.
This eventually led to his company, the JS&A Group, Inc, to become
the United States’ largest source for space-age type products during
the ‘70s. His offerings during this included the digital watch, pocket
calculator, computers, cordless phone and many others. Each product was
introduced with full page ads with predominantly extensive copywriting.
In addition
to his product line, Sugarman’s innovative approach impacted an entire
industry. He was the first in the U.S. to introduce an 800 toll-free
service to accept credit card payments through the telephone. This
service was unheard of during this time and, after only a year in
operation; other catalog companies instituted this option. He was
literally the catalyst for this aspect of the industry.
JS&A
later changed its marketing initiatives from electronic products to
BluBlocker sunglasses which he sold through mail order ads, direct
mailings, catalogs, infomercials, the home shopping channel and QVC.
Currently, BluBlocker sunglasses are sold worldwide with over 20
million pairs sold.
Sugarman is
also recognized in the industry by his numerous awards. In 1979, he was
selected as the Direct Marketing Man of the Year and later, in 1991,
received the prominent Maxwell Sackheim Award for his contributions to
direct marketing. People often pay upwards of over $3,000 to attend his
marketing seminar, which serves as evidence of his public esteem and
following.
While many of
us do not have a few extra thousand to spare to attend his seminars,
there are alternatives. He has four books which can be used as
substitute: Marketing Secrets of a Mail order Maverick, Triggers,
Advertising Secrets of the Written Word, and Television Secrets for
Marketing Success.
Like others
in the industry, he has had his share of opportunity and failure.
Nonetheless, he believes that with every problem there is a chance to
turn it into an opportunity.
Without a
doubt, I highly recommend his teachings.
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