The Secrets of Joe Sugarman Revealed: A Review of Three New Marketing Books

August 1998
by Joe Vitale

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I don’t know Joe Sugarman. Never met him. Never spoke to him. Never bought a pair of his famous BluBlocker sunglasses. Never seen him in any of his successful infomercials, or on the home shopping channel, in one of his marketing seminars or anywhere else. I’ve never seen his JS&A mail-order catalog gadgets or any of his unusual hard-sell full-page ads. But after reading his three new books, I’ll never forget him. Partly because I now think Sugarman is a genius. And partly because I’m now mad at him. But let me tell you the whole story . . .

Writing Spice

A month or so ago, I received an e-mail from David Deutsch, a brilliant copywriter and a personal friend, urging me to drop everything and order Joe Sugarman’s new book, Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of America’s Top Copywriters and Mail Order Entrepreneurs. Since I am a copywriter and collect books on marketing (about 5,000 in my library so far), I immediately called 1-800/323-6400 and asked them to send me the book by Fed-X. I wanted it NOW! As it turns out, Fed-X had problems with their flights and their deliveries, and the book didn’t arrive for two l-o-n-g, dreary, frustrating, hair-pulling (and I’m bald), impatient days. I was not happy. But then I opened the package. I was stunned to see how beautiful the book looked: Hardcover, dust jacket, high-quality paper, 312 large pages-truly an impressive (and expensive) work of…IBPA Members – Click here to view the full article (login required).

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