Joe Sugarman on Direct Response Marketing + Copywriting [PreneurCast Ep146]

This is a super exciting update to write, as this week we started the “new season” of the PreneurCast Podcast.

After a couple of months’ hiatus, we’re back with some amazing interviews and conversations, ready to be shot out of the pipe – including Michael Gerber, Robert Allen, Daniel Coyle. It’s been so much fun chatting with some of these business and marketing legends, and I’m so excited for you to listen, learn, apply – and then get your feedback in the comments below! Now we decided to start the new season off with a conversation with a true direct-response marketing pioneer – Joseph Sugarman.

Tagged the “Mail Order Maverick” by The New York Times, Joe is a groundbreaker in every sense of the word.

Through his company JS&A, using direct marketing, Joe was a pioneer and led the world in marketing what was then space-age technology – pocket calculators, cordless phones, digital watches and personal home computers. Not only did he lead the way with the products he chose to market, but also in the way he marketed them – introducing the concept of using toll-free numbers to take credit card orders over the phone, which was unheard of at the time. He then stumbled upon this new thing called Infomercials, which led to the sale of 20 million pairs of BluBlockers sunglasses. Joe and I talk about this incredible journey and the subsequent books he’s written on the subject of marketing – Triggers, The Adweek Copywriting Handbook, and Success Factors. This episode is such a great one to start off this new series of shows with, so sit back and enjoy Joe Sugarman.

Prefer To Watch The Video Version: Links:

Books:
Triggers – Joe Sugarman Amazon: http://preneurmarketing.com/triggersbook
The AdWeek Copywriting Handbook Amazon: http://preneurmarketing.com/adweekcopywritingbook
The Seven Forces of Success Amazon: http://preneurmarketing.com/forcesofsuccessbook
You can try out a lot of the books we recommend in audio format with Audible: http://audibletrial.com/preneurcast – Free trial with a free audiobook download for PreneurCast listeners

Downloads:
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  • Dale

    Fascinating interview, guys. I hadn’t heard much about Joe in the past, but this interview made me realise the impact his thinking has had on the way we do business nowadays. For example, had it not been for his “test it and see” approach to accepting credit card payments over the phone (thought it may not have been the “right” thing to do at the time), we may not have seen the explosion in online shopping we’ve seen today, at least not as early as we’ve seen it.

about-pete
Pete Williams is an entrepreneur, author, and marketer from Melbourne, Australia.

Before being honored “Australia’s Richard Branson” in media publications all over the continent, Pete was just 21 years old when he sold Australia’s version of Yankee Stadium, The Melbourne Cricket Ground For Under $500! Don’t believe it? You will! Check out the story in the FAQ section (it really is our most asked question).

Since then, he’s done some cool stuff like write the international smash hit ‘How to Turn Your Million-Dollar Idea Into a Reality’ (+ the upcoming ‘It’s Not About the Product‘) and he’s created a bunch of companies including Infiniti Telecommunications, On Hold Advertising, Simply Headsets and Preneur Group.

Lots of other people think he’s pretty good too! He’s been announced as the Global Runner-Up in the JCI Creative Young Entrepreneur Awards for 2009, the Southern Region Finalist in the Ernst & Young 2010 Entrepreneur of the Year, and a member of SmartCompany’s Top 30 Under 30.

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