The New York Times called Joseph Sugarman a mail order maverick. Bottom Line has regarded him as one of the countries greatest copy writers. And Success Magazine called him one of the most successful direct marketing gurus of all time. Joe Sugarman defied the experts throughout his career and came up with legendary successes that broke many of the marketing rules of his time.

Mr. Sugarmann was the first person to use an 800 number in full-page direct response mail order advertising. For many years Joe's full page ads appeared in the Wall Street Journal, virtually every air line magazine, major news papers and millions of his own catalogs, selling everything from electronic calculators to laser beam mouse traps. Joe has brought hundreds of innovative products into the spotlight via direct marketing and is widely regarded by direct marketing insiders as one of the most brilliant strategists and copy writers of our time.

Joe Sugarman also pioneered a number of techniques in TV infomercials including the live man on the street product demonstrations that are a staple of the business today. In addition to being touted as one of the most accomplished direct marketing experts alive, this former CIA agent and book author is also enjoying the spotlight for his most recent monster success as chairman of Blue Blocker Corporation, one of the nations most successful sunglass companies, sold on QVC via infomercials, print ads, catalogs and at retail stores.

During this interview Joe Sugarman explains:

• How to prepare yourself before starting to write copy.
• The meaning of marketing.
• How to create irresistible offers to make people buy now.
• How to get back on track after an ad flops.
• How to find and evaluate new products.
• What the ideal product is.
• How to build a story around a product to make it more marketable.

Joe Polish and Joe Sugarman