One evening, eight years ago, I was sitting in my high-rise apartment across the Hudson River from New York City.
I was working on my laptop when my wife broke the silence.
“Hey, have you heard of Joe Sugarman?”
“He’s giving a workshop on copywriting at the Learning Annex.”
“Heard of him!?” I excitedly fired back.
After living in New York for many years I cultivated a proud indifference on seeing film actors and other luminaries. I was a true New Yorker.
But it’s fair to say Joe Sugarman was my idol back then… and my wife still rides me about the goofy smile on my face that night.
“Have I head of Joe Sugarman?”
- “He’s the man who pioneered the use of toll-free numbers and acceptance of credit cards in print ads.”
- “He’s the founder of JS&A, who ran most of the ad insertions in the in-flight magazines.”
- “He’s the creator of BluBlocker sunglasses… his infomercials…”
“Okay, I get it, Lawrence” she interjected. “So, I take it you want to go.”
“Let’s book it right now,” I insisted.
It’s not everyday someone like Joe Sugarman reveals his secrets at The Learning Annex.
I didn’t know it at the time, but his ad copy had a hand in launching The Learning Annex, in addition to his laundry list of accomplishments.
A few weeks later, we grabbed the bus downstairs, through the Lincoln Tunnel to Midtown, followed by a quick walk to the hotel where Joe’s workshop was taking place.
I’d read most of his books before but nothing prepared me for the workshop.
If you haven’t listened to Joe speak, he’s one of the most captivating and inspiring speakers you’ll ever encounter.
Listening to Joe for two hours was like drinking from a fire hose.
It was hard to take it all in but one of the things that stuck with me all these years was the idea of perseverance — fall down 10 times and get up 11.
And Joe backed this up with plenty of stories.
Triggers In ACTION
But the highlight of the workshop occurred near the end when Joe gave a demonstration of his TRIGGERS.
It’s one thing to talk about ad copy and selling and it’s another thing to DO it — and everyone in the room that evening witnessed a world class exhibition.
Joe offered us a giant box of his best stuff: books, seminar CDs, sunglasses… and tons of his other promotional materials.
One of the books he offered is now out of print and sells for more than the entire box went for that night.
Then he employed almost every trigger to sell his big box of goodies.
- Proof of value
- Satisfaction conviction
- And over a dozen more
By the time the workshop attendees had taken in this tour de force, two-thirds of us raised our hands to request an order sheet.
Then Joe announced there were 30 seconds left.
Some more hands went up.
As Joe transitioned into his closing remarks, a sharp suited guy sitting a few aisles ahead of us asked Joe for an order form.
Joe’s answer was — you guessed it — “NO!”
Joe was entirely serious about the deadline and it didn’t matter how much cash the man had in his pocket or how badly he now wanted to order.
That train had left the station and we’d just witnessed a legendary sales presentation.
Now, the secrets of Joe’s Triggers are yours — secrets you can use to control the mind of your prospect to motivate, influence and persuade.
5 FREE HOURS OF AUDIO
29 Simple Triggers that Can Instantly Double or Triple Your Sales
Look, I’m an affiliate for the eventual product that will be sold… no bones about that… and I’ll be buying it myself.
But right now, for the cost of an email opt-in, you can download almost 5 FREE hours of MP3s where Joe Sugarman delves into what makes these 29 Triggers work and how to use them.
Load them onto your Ipod or listen on any MP3 player.
I understand they will be taken down at some point so, you may want to grab these audios now.
Hey Lawrence. Just wanted to add here that these audios are awesome!! I downloaded them a few weeks ago and have went through them all.
I have really been delving into copywriting the past few months or so, and I have been tearing in to Joe’s stuff recently. He is a powerhouse of awesomeness.
Anywho. Cool stuff indeed man.
Brandon”Stylin with BluBlockers” Ellis 🙂
p.s. I love your blog man. Great stuff here bro.
Thank you — for the gazillionth time! 🙂
I tried to see if this interview was being sold anywhere. They weren’t.
I was round a friend’s office one day – a very well know direct marketer and copywriter- and he pointed toward a stack of CDs and DVDs, all on marketing, copywriting and public presentation.
“Do you want any of those?” he asked.
My eyes lit up. Boy-oh-boy-oh-boy. Did I ever.
They were the first things I watched and listened to when I got home.
Joe’s interview was among them. Need I say more?
Lawrence Bernstein says
No, I’ve never encountered these audios anywhere before Mark Joyner put them up. Thanks Mark!
A new copy of Joe’s now out of print book, Triggers,is going for $110 on Amazon.
A brilliant, brilliant book. I’ve got a signed copy on my bookshelf from that evening in July of 2003.
Joe is not only one of the most accomplished marketers and fascinating conversationalists, he’s one of the most humble people you’ll ever meet and he genuinely loves helping others.
I spent a couple of hours with him a few summers ago and enjoyed it immensely.
Jason Hart says
One of the most amazing sales demonstration I have ever seen…
It was 2002 and I was in LA attending Mark Joyner’s “Survival Tactics for Tough Times.” The speakers list was a veritable whose who of direct response selling. We heard from speakers like Ted Nicholas, David Garfinkle, Carl Galeti, etc. etc. Joe Sugarman stole the entire show. It was the same performance you saw with the same results he brought the house down.
Lawrence Bernstein says
Appreciate it, Brandon.
Thanks for taking the time to comment.
Got a pair of BluBlockers that’ve survived a 2 year-old’s Torquemada test this week.
@Lawrence Bernstein: That’s the one. The CD set has the same cover as this book.
817 views and counting on Stumbleupon. I really do pick ’em, don’t I?
About time I started getting those numbers for my blog.
Lawrence Bernstein says
Rezbi, thanks again.
Got a brand new server just a few months ago and you still managed to crash it! 🙂
Mark Joyner says
Hey Jason, yep that was perhaps the best marketing demonstration I’ve ever seen. The funny thing is that I was sitting there for the first 40 minutes thinking “what he heck is Joe doing up there???” Only when the punchline came did it suddenly dawn on me that I’d just witnessed something extraordinary.
Maybe we should include a video of that demonstration along with The Lost Sugarman Tapes? Going on sale this Friday! (and probably not for very long …)