Customer Reviews

Marketing Secrets of a Mail Order Maverick : Stories & Lessons on the Power of Direct Marketing to Start a Successful Business, Create a Brand

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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.

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.

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.

This is a terrific book. It can help almost anyone to establish and then sustain direct contact, not only with prospects and clients but also with virtually anyone else of special importance to the organization. The term "direct marketing" is by no means limited to creating or increasing demand for whatever one sells. Sugarman's various strategies and tactics can also be effective to improve communications (eg with employees and vendors) and to strengthen relationships with allies (eg third-party centers of influence which can generate leads). One word of caution: Because Sugarman's enthusiasm can be contagious, it is imperative to (a) know precisely what you want to accomplish and then (b) select only what is specifically appropriate to the immediate objective. Don't try to do everything at once. Set priorities and be prepared to modify them. I cannot think of a prior time in the history of American business when Sugarman's ideas would have greater value.

Second in the "Secrets" series by Joe Sugarman, this outstanding book provides DOZENS of full page ads written by Sugarman, along with the story of how he conceived the idea for the product, and what became of the promotion. This book is brilliant, and one of my Top 5 copywriting books of all time. For the price, it is the bargain of a lifetime. Get it now before it goes out of print and becomes one of those "impossible to find" classics. Truly an awesome book.

Joe Sugarman's books are an extraordinary read! I've been writing copy professionally for years, so I'm no slouch. With the information Joe shared, I've been forced to rethink my entire approach to copywriting! Discover how Joe thinks, as he takes you by the hand on a tour through his most successful ads from his now legendary, JS & A catalogue. His amazing stories will make you laugh. They'll make you cry. You'll be touched at the deepest level and it will be an experience you won't soon forget. Get these books... now!

Marketing is not an easy career, however Joe Sugarman's experience can help even the most experienced expert. Most good information in this field is obtained for at least several hundred dollars, Joe's work is an exception. For such a meager price you can get alot of entertaining advice about what works and what doesn't in the world of marketing. You will be hard pressed to walk away from this book without several ideas about what to do with your current project or what to begin now.

It isn't often that any genius will take the time to write a book that describes exactly what and how he pulled off a number of documented marketing coups. This guy did, and it makes for exciting reading that offers an insight into how he looks to find unique and appealing attributes to any marketing opportunity, and even how to uncover an opportunity that presents itself as a supplier problem or uncooperative partner. His recommended readings are on the money.

I remember reading Sugarman's ads when I was a kid
in the 1970s. It was only years later that I discovered
Advertising Secrets of The Written Word - which is,
by the way, a great book but not the only or the
first copywriting book you should read.

This book covers some copywriting and persuasion
material but it is more-so an instruction book and
a cautionary tale for the entrepreneur running a mail-order
business. Sugarman's business grew fast and attracted
regulatory attention which nearly put him out of
business. He took his case to the people and
the courts, and though it cost him dearly, won.

Sugarman is one tough cookie. His writing is fun
but underneath the easygoing demeanor is a very sharp
and ambitious man who would not be stopped. He
makes it appear easier than I am sure it was for him
at the time... as if he was having fun almost all
the time.

He does write about the stress of the legal battles
but he makes the day-to-day operations of the business
seem a lot less stressful than they probably were. He
had a large payroll and was spending millions of dollars
a year on ads, most of which flopped. It was on the
strength of his rare successes that he paid his bills
and got rich.

He is perhaps one of the greatest teachers of direct
response marketing precisely because he has always
risked his own money in growing his business. Lots of
direct marketing champions write copy and consult for
others... but I think Sugarman in his heyday was so
busy writing every word of copy for his catalogs that
he would not have had the time. Eventually due
to overwhelming demand he pioneered the Direct Response
Seminar game and many success stories came out of
those seminars.

Joe Sugarman is a Legend... pure and simple. His writings are solid genius. Another reviewer here has given little credit to Joe's knowledge (of the stuff he writes), and doesn't really grasp what Joe is all about. This "review" is bunk at best!