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Triggers: 30 Sales Tools you can use to Control the Mind of your Prospect to Motivate, Influence and Persuade. [Hardcover]

by Joseph Sugarman, Ron Hugher, Dick Hafer
4.5 out of 5 stars  See all reviews (61 customer reviews)

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Book Description

June 1999 1891686038 978-1891686030
Joseph Sugarman, recognized as one of the nation’s top copywriters, marketers and catalog pioneers, has sold millions of dollars’ worth of products through the power of his pen.  In Triggers, Sugarman takes the principles he learned from direct marketing and applies them to the field of personal selling with 30 powerful techniques he calls “psychological triggers.”

Psychological triggers effectively influence, motivate and persuade a prospect to make a positive buying decision.  By learning just a few of these triggers, any sales or marketing person can literally control the minds of his or her prospects and make a dramatic difference in sales success.

Whether it be selling in person, convincing a friend to do something you want them to do, or creating advertising that sells, knowledge of these psychological triggers is essential to compete in a global business environment.

Many of the triggers may surprise you because they are not obvious and yet are highly effective.  Others are obvious but are applied in unique and different ways.  Simply understanding these principles can trigger positive responses to any sales message, regardless of the form.  This invaluable book offers subtle but powerful tips for any salesperson, advertising executive or marketer.

In each chapter Sugarman, who is a master storyteller, uses his legendary writing skills to make each lesson entertaining and memorable.  He cites examples like the time he burned down a garage to illustrate a point, or the sign he created that almost got him kicked out of the Army.  You’ll remember these examples long after you read them – all of them proving valuable points that can only come from personal experience.

Get the tools you’ll need to grow and prosper and become a master salesperson with the help of this book.

Editorial Reviews

About the Author

Joe Sugarman is one of America's top advertising and marketing entrepreneurs and the man who built several large busineses all through the creative power of his pen.

Product Details

  • Hardcover
  • Publisher: Delstar Pub (June 1999)
  • Language: English
  • ISBN-10: 1891686038
  • ISBN-13: 978-1891686030
  • Product Dimensions: 1 x 5.5 x 9 inches
  • Shipping Weight: 14.4 ounces
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (61 customer reviews)
  • Amazon Best Sellers Rank: #125,352 in Books (See Top 100 in Books)

More About the Author

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Customer Reviews

Most Helpful Customer Reviews
182 of 188 people found the following review helpful
I purchased both "Advertising Secrets of The Written Word" and "Triggers" at the same time. Unfortunately I read "Advertising Secrets" first and was very satisfied with it.
Once I started reading "Triggers" it was like reading it all over again, word for word. Sugarman has taken entire chapters from the first book and inserted them into "Triggers".
"Advertising Secrets of the Written Word" covers all of these triggers and a whole lot more, therefore it is a much better book. I love Joe Sugarman's work and enjoy reading his books, but I believe you'll be much more satisfied with the first one.
Hope this helps!
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56 of 57 people found the following review helpful
5.0 out of 5 stars Basic Premise: Emotion and not logic clinches a sale. January 6, 2004
Most experienced sales people and books will tell you that the sales process is an emotional one and logic plays only a secondary role. The author of this book (Joseph Sugarman) takes this concept to the next level and introduces 30 psychological triggers. These triggers (or sales tools) if used correctly by the seller will influence the buyer's state of mind and dramatically increase the chances of a sale.
The author takes these 30 important triggers and devotes a chapter to each and every one of them with clear explanations and examples of why and how these triggers work. Here are just a few sample triggers - Greed, Consistency, Product Name, Prospect Nature, Integrity, Storytelling, Objection Raising and Objection Resolution.
There are a few triggers that are very hard to dispute. The best example is the Exclusivity trigger. Almost every one of us falls for this technique if we are in the market for the product and can afford it. Sometimes, even when we are not in the market and can't afford it, we still seem to fall for this one.
There are a few triggers where I found it difficult to agree with the author on some of the premises. For example, in the chapter on the Sense of Urgency trigger, he states in so many words that it is okay to use some very bold tactics to create a sense of urgency if it looks like you are going to lose the prospect. The author even hints that you really don't have much to lose so it's okay to use certain tactics that I thought were inflammatory. The problem with this approach is that some individuals will never go back to the salesman or the company that hired the salesman. I think one has to consider the possibility that this could turn into a public relations and marketing problem.
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31 of 32 people found the following review helpful
5.0 out of 5 stars Which Trigger to Pull? May 10, 2000
Format:Hardcover|Verified Purchase
A "psychological "trigger" has three separate but related (and absolutely essential) functions: It can help to position an idea or object properly, it can suggest appropriate strategies to enhance the appeal of that idea or object, and finally it can help to make the sale. The subtitle of this book is essentially correct. Sugarman explains 30 sales tools which can control the mind of a prospect through effective (and principled) use of motivation, influence and persuasion. Each reader must determine for herself or himself which of the "triggers" are most relevant and thus will be most helpful.
Sugarman is a master wordsmith who has achieved great success in direct marketing. You have no doubt seen various JS&A ads. He designed them and wrote the copy himself. Interestingly, the same "triggers" he uses in those ads can also be used in personal sales situations. Were I designing or revising a sales training program, I would include the 30 "triggers" in the curriculum.
In Appendix B, Sugarman offers "Recommended Reading" to which I presume to add Jacques Werth's High Probability Selling and Neil Rackham's SPIN Selling. Sugarman would be the first to point out that there is no one single best book on sales. I suggest you check out the reviews (provided by of all of his recommendations (and mine), then make your selections and proceed accordingly. I really appreciate Appendix D in which Sugarman provides a concise and precise description of each "trigger" followed on the same page by a worksheet, one for each ":trigger."
This book is both entertaining and informative to read. It is also refreshing to learn that Trigger #30 is Honesty, "one of the most powerful of all the psychological triggers.
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26 of 27 people found the following review helpful
5.0 out of 5 stars Outstanding! Triggers goes way beyond just selling. November 10, 1999
By A Customer
Joe Sugarman, the marketing genius who convinced us to buy over 20 million pair of BluBlocker sunglasses shares his priceless wisdom on how to influence anybody, in business as well as in our personal life. 30 sales tools (Triggers) are easy to use and very practical. My investment of $20 bucks went far. His Trigger #30 helped me generate $30,000 off one well written letter alone. For those who are serious and want to sell more, market better and communicate more effectively, I highly recommend you get Triggers, ASAP.
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18 of 19 people found the following review helpful
5.0 out of 5 stars Get out your highlighter... May 23, 2001
Over a period of 10 years, Joe Sugarman was responsible for selling 20 million pairs of BluBlockers sunglesses. Anyone who can sell 20 million of ANYTHING, is worth listening to when they talk.
Don't be mislead by its compact size, this little book packs a powerful punch. Sugarman gets right to the point, and explains his understanding of the 30 psychological triggers which have helped him to enjoy phenomenal sales success.
It's a quick read - but don't put it down when you're done. If you're in business, you NEED to know this stuff. Get out the highlighter, read it again. Then, take notes. That's what I did. I now have my Joe Sugarman "Triggers Cheat Sheet" that I refer to on a regular basis.
It's not as comprehensive as some of his other titles (i.e. Advertising Secrets of the Written Word), but just as valuable - absolutely required reading.
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Most Recent Customer Reviews
5.0 out of 5 stars Out of print book from one of the Masters
IF you can find a copy of this book, grab it and never let it go. People who allow such books to slip through their fingers could be called useful idiots. Read more
Published 1 month ago by Matthew
5.0 out of 5 stars Copywriter's Essentials
If persuasion is your business, this is a must read. One of those essential books that copywriters just need to read. Yes, it's that simple.
Published 1 month ago by Daniel Thies
4.0 out of 5 stars Joe reveals to you why people buy the things we sell them
Great read. Joe puts this in a very readable format with great stories to support his points. Dated examples but the principles are timeless.
Published 5 months ago by Rick Harmon
4.0 out of 5 stars Very thought provoking
I'd heard of Joe Sugarman through marketing guru, Dan Kennedy, and I agree this is a very interesting and thought provoking book.
Published 6 months ago by mike stodola
4.0 out of 5 stars Excellent information to build on
Cant go wrong. Its just good writing and good advice. A good book for any marketer to have on their shelf to learn the most effective ways to market.
Published 8 months ago by E. Ferrigan
4.0 out of 5 stars Serious about becoming a great marketer, YOU MUST have this in your...
How I Heard About The Book...

The is one of "those" that "they" all tell you to buy and read ... and it's for a very good reason reason. Read more
Published 17 months ago by Peter Williams
5.0 out of 5 stars Love this book
This is one of the best books on selling I have ever read! It's an easy read, but most importantly, it is filled with valuable information.
Published on October 21, 2011 by Critically Acclaimed
4.0 out of 5 stars DONT BE FOOLED BY THE TITLE
When I saw the title of this book I got a little cautious. I have no desire to control the mind of anyone. Read more
Published on March 13, 2009 by Andrejbenjamin
4.0 out of 5 stars Sales Triggers For Every Sales Scenario
"Sales Triggers" would have been a much better title. Sugarman writes his book from the perspective of a `direct marketer' - print ads in newspapers, magazines and mailings. Read more
Published on September 23, 2008 by Richard Meeuwsen
5.0 out of 5 stars A very insightful book
A must-read for anyone intrerested in learning more about how to reach potential clients and customers. Mr. Sugarman spells out what steps you need to take to reach buyers. Read more
Published on July 31, 2008 by David Kessler
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