Product Description

Many so-called marketing experts wrtie books on how to market products. But it is rare to find an actual practitioner who not only has acheived marketing success himself (and many times over) but is able to express himself so beautifully in prose. Joseph Sugarman has written a book that every marketing person or anygbody in business should definitely read. The book is filled with marketing strategies that he taught for many years. It provides valuable lessons--all sandwiched in between actual marketing examples. A very valuable book for anybody in marketing or wanting to understand marketing.

Product Details

• Amazon Sales Rank: #739229 in Books
• Published on: 1998-08-01
• Original language: English
• Binding: Hardcover
• 400 pages

Review
Joe Sugarman is a legend in Australia. His stories alone are worth the price of the book... -- Eddy Boas, former Chairman, Pan Pacific Direct Marketing Conference

Joe is well known throughout Europe as one of America's most innovative creative geniuses. -- Walter Schmid, Founder, Montreux Direct Marketing Symposium

You have a real talent for promotions and writing advertisements. -- Albert Gore, VP, United States of America

About the Author
Joseph Sugarman defied the experts by developing his own style of advertising that not only produced spectacular results but started a new wave in direct response marketing. Even the New York Times called him a "mail order maverick." His ads broke all the rules. His concepts were often ahead of his time and his pioneering marketing ideas were copied by many. In breaking the rules and blazing new trails, he soon developed a following and a reputation that won for him the respect of his customers and the acclaim of his peers.

Customer Reviews

Must Have!
If you've read Sugarman's "Advertising Secrets of the Written Word" chances are you've already made up your mind to buy this book. If however you haven't, or just need some persuasion, let me put it this way; BUY THIS BOOK. Like Joe Sugarman's copy, this book is an entertaining, educational read that will have something for everyone in Marketing regardless of your experience level.

Sugarman's ability to teach while entertaining is what makes his copy so riveting. This book does the same. His successes (the retail ad that sold 1,000 computers in one morning) and his failures (the Laser Beam Mousetrap) and everything in between is a must read for anyone who wants to understand what works in the world of marketing (and why), and what doesn't (and why). Even the anecdotes, like his raffling his services to raise money for the American Cancer Society, contain valuable lessons that can be applied to selling, as well as life in general.

If I had one criticism of the book, it would be that it's difficult to read the whole way through without wanting to drop everything and begin using what you've learned. Yes, it's that good. And if you haven't yet purchased his first book (mentioned above) make it a priority.

Brilliant insights from an entrepreneur who has seen it all!
Few writers are as clear, as candid and as helpful as Joe Sugarman. He not only packs his "Secrets" books with invaluable lessons that have taken him decades to learn, but he gives you fascinating, behind-the-scenes looks at dozens of advertising and marketing campaigns. From concept to completion, Joe lays out everything you could possibly hope to learn about writing compelling and profitable copy. But most important of all, Joe's books draw as much from his failures as his successes, making them infinitely more valuable that those that sell nothing but pipe dreams. As for those who complained that Joe's material is dated, sure some of it is dated as the examples literally span decades. But keep in mind, while tastes and styles may change, human nature does not. And no one understands human nature better than Joe Sugarman. His insights are timeless and their value, priceless.

Mail order wisdom
There are tons of marketing books, but in this one Sugarman tells you his success secrets for the specific area of marketing in which he is a proven master -- mail order. If you sell products directly from TV, space ads, or direct mail, and your promotions ask for the order rather than build brand awareness, this book can help you dramatically boost your response rates and profits.