6 Buying Triggers With Copywriting Legend Joe Sugarman

Posted on 16. Dec, 2010 by Dereck Arreguin in Interviews

You may not know him personally, you may not know his face… but when you realize his past history of failures that lead up to his biggest success, you will undoubtedly call him a Legend.

His name is Joe Sugarman.

Over the last hour that I spent with Joe on the phone, he revealed to me these 6 powerful copywriting secrets previously reserved for those who were masters in the art of persuasive writing.

I really cant tell you how excited I am to tell you about this marketing hero, but first I wanted to give credit where credit is due and tell you about his successes.

Joe was the first successful copywriter to sell the first pocket calculator, the first use of toll free numbers and even the legendary sunglasses called blublockers.

Have you seen these?

He has since been a successful author of many different books such as:

• Advertising Secrets of The Written Word
• The Adweek Copywriting Handbook

But what this legend mentioned to me that was truly ground breaking was… his simple steps of copywriting success.  Here are his first words of advice.

1. Experience a lot, anything that will bring you more skills or experiences.
2. Write a lot because you only get better.

Beyond that, he gave me an inside look into the first 6 secrets to include in your copywriting. But keep in mind here as you read these secrets. There is no particular order, but just to include all of these while writing.

1. Satisfaction Conviction – Make a statement that the reader thinks “My goodness, they are going to get ripped off if they don’t offer me a great product”.
2. Story Telling – People are drawn into and fascinated with stories. It’s also one of the best ways for people to learn as one of the most basic and essential form of sharing lessons.
3. Build Curiosity – Use phrases such as “But there’s more…”. This will create what is called a slippery slide that will enable your reader to continue reading and complete the selling process.
4. Involvement – With your writing, make sure to include a way for people to interact with you. Have them click on a video, travel to another site. Put in thier information to learn more and so on.
5. Guilt – You can achieve this best with constant connection. Not spamming but continuously sending value. This will create the urge of reciprocity. Deliver more than what is expected.
6. Honesty – Always tell the truth because running an ethical business is always better and easier than not.

But Joe didn’t stop there. He also mentioned to me about one of the ways to increase the “buying environment” in your copy that essentially helped your reader to expect to pay the best reasonable price for your product. He told me to create a look and feel that expected excellence.

He finished with these two quotes that really put the icing on the cake.

“Within every problem… there is a solution so great… that it dwarfs the problem all together.”

“If you want to be a success, learn all the rules and follow every one of them. If you want to be a super success, you have to learn all the rules and break them one by one.”

At the end of the day, Joe made it very clear. If you have any plan on marketing almost on any level, you have to learn the skillful art of copywriting. Make sure to search for Joe’s books on Amazon or take a look at The Copywriters Guild Review to better help you on your way!

Tags: Advertising Secrets of The Written Word, joe sugarman, The Adweek Copywriting Handbook, triggers by joe sugarman