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Joe Sugarman is a leading direct marketing entrepreneur with many famous projects and campaigns to his credit. As early as 1971, Joe Sugarman saw the potential of direct marketing and of microelectronics and set up a direct sales network to sell the world’s first pocket calculator. His company, JS&A Group, led the electronics market in the 1970s with many innovations including the digital watch and the cordless telephone. Each product introduction was made in large, full-page ads with extensive copy and few graphic elements. It was a novel approach during the 1970s. A daring advertiser, Joe Sugarman introduced each of his products through striking, full-page ads with extensive copy, an unusual strategy at the time.

In 1973, Joe Sugarman pioneered the use of an 800 toll-free service to take credit card orders over the telephone. After a year of skepticism from competitors, the concept caught on with other mail order companies and soon toll-free credit card order taking led a major boost in sales for the entire direct marketing industry. Another coup was the phenomenal success of BluBlocker sunglasses, which JS & A had introduced in 1986. Joe Sugarman took the direct marketing route aggressively through direct mailings, mail order ads, catalogs and TV infomercials, and QVC, the home shopping channel. Worldwide, over 20 million BluBlocker sunglasses have been sold so far.

Joe Sugarman now shares his legendary marketing acumen with those who wish to learn through audio and video courses, seminars and books. Joe Sugarman’s seminars are priced conservatively at $3000 considering his stature. He is known to be a captivating speaker and a great teacher. His books include Advertising Secrets of the Written Word, Marketing Secrets of a Mail Order Maverick, Television Secrets for Marketing Success, and Triggers: 30 Sales Tools You Can Use To Control the Mind of Your Prospect to Motivate, Influence and Persuade.

Joe Sugarman’s achievement and contributions as a direct marketing genius were recognized in 1991 when he was awarded the prestigious Maxwell Sackheim Award. One can get a glimpse of his methods and teaching style on his website where the first two chapters of his famous book Triggers are available free.

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