Dynamic Marketing Communiqué

The art of persuasion: Learn how this marketer masterfully turned audiences into buyers! [Monday: Marketing Marvels]

August 13, 2023

Miles Everson’s The Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more.

A Note from Miles Everson:

Happy Monday!

We hope all is well in your personal life and work life.

Let’s start this day with a dose of inspiration from one of our “Marketing Marvels.” Each Monday, we feature exceptional industry professionals and highlight their experiences, contributions, and insights.

Today, you’ll learn about a brilliant marketer who was known for his unique and effective approaches to marketing copies and direct sales.

Continue reading to know more about him.

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Marketing Marvels

Picture this: You’re reading an advertisement and you suddenly spot a spelling mistake. However, you realize it was intentional because there was a note that said the creator of the ad would offer USD 10 for every error you’d find.

Because of that, you find yourself compelled to scour the page for hidden mistakes, spending hours in the process.

Eventually, you learn it was a marketing tactic—one that effectively brought attention to the ad and helped increase readership!

Then you say to yourself: “The person who created this ad is truly brilliant!” You’ve read other ads before but none of them got your attention like this one.

There are many copywriters who are good at creating copies that engage their target audience. These professionals not only write excellently and comprehensively, but also make sure their copies would compel readers to act on the call-to-action (CTA).

One of these copywriters?

Joseph Sugarman!

Photo from Credible Conten

Sugarman was a successful copywriter and the founder of JS&A Group, a mail-order business.

He was also the acclaimed author of “The Adweek Copywriting Handbook,” and his expertise in the art of copywriting earned him widespread recognition and admiration within the industry.

As a copywriter, Sugarman was known for his ability to create compelling, long-form copy that effortlessly turned readers into customers. As a result, he maximized sales for the products he promoted.

In addition to his writing prowess, Sugarman used direct mail and turned it into a powerful tool to generate sales. He also utilized infomercials in capturing the attention of his audience, enabling him to attain such noteworthy results:

  • Sold a used airplane for USD 50,000 using a single magazine ad.
  • Sold a USD 6 million mansion using direct mail.
  • Sold 20 million pairs of the BluBlocker sunglasses by using infomercials and direct mail.

These accomplishments show how successful Sugarman was in his craft. Moreover, these achievements show there’s something to be learned from his career as an exceptional marketer and copywriter.

Here are some of them:

  1. Become an expert on what you offer.

Knowing the ins and outs of your product or service is key to successfully selling it. Why?

When you put time and effort into knowing what you want to sell and which market to enter, you’ll be able to create and offer a competitive offering.

Additionally, by being an expert in what you’re selling, you’ll highlight the product’s features and benefits that resonate best with your target audience.

  1. Know your customers. 

This entails knowing how to connect and effectively communicate with your target audience by using a “language” they understand.

Simply said, your copy must resonate with your target audience to effectively capture their interest and turn them into willing buyers.

  1. Don’t overthink your first draft when writing copy. 

Copywriting plays an important role in effectively promoting products or services. When writing copy for marketing campaigns, it’s best to write without hesitation so you can allow your ideas to flow freely. 

Besides, by writing your first draft without any constraints, you’ll be able to unleash your creative potential… and don’t worry about the quality of your copies—you’ll get that sorted out as you rewrite!

  1. Make sure your headline gets read. 

Writing compelling headlines is crucial to creating effective copies. This first part has to capture the attention of your readers because it’ll determine whether the rest of your marketing material will be read or not.

  1. Tap into customers’ emotions.  

People make a purchase when they have a genuine need for a specific product. That’s why you need to make your customers feel that they want the product through your copy. 

You can do this by knowing what your target audience actually desires. After that, position your product as key to getting what they want. 

Sugarman’s ability to write captivating copies enabled him to successfully turn his audience into buyers. As a result, he generated lots of sales for the products he promoted through his words.

Keep these tips and insights in mind as you plan your next marketing initiatives!

By being knowledgeable about your product and writing copies that effectively capture your target market’s attention, you’ll be able to emulate Sugarman’s success.

We hope you enjoyed the story of today’s “Marvel!”

(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.)

About The Dynamic Marketing Communiqué’s
“Monday: Marketing Marvels”

Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy.

… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.

The true ROI in marketing can’t be separated from the business as a whole.

What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?

At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success.

Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators.

However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group) in keeping with a person’s leadership skills in the area of marketing and/or communication.

We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.

Hope you found this week’s marketing marvel interesting and helpful.

Stay tuned for next Monday’s “Marketing Marvels!”


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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