- Hardcover: 396 pages
- Publisher: Delstar Pub (Aug. 1998)
- Language: English
- ISBN-10: 1891686062
- ISBN-13: 978-1891686061
- Product Dimensions: 2.5 x 19 x 26.7 cm
- Amazon Bestsellers Rank: 4,526,987 in Books (See Top 100 in Books)
Marketing Secrets of a Mail Order Maverick: Stories & Lessons on the Power of Direct Marketing to Start a Successful Business, Create a Famous Brand Name & Sell Any Product or Service Hardcover – 1 Aug 1998
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Most Helpful Customer Reviews on Amazon.com (beta) (May include reviews from Early Reviewer Rewards Program)
This books is probably equal parts lessons to stories. But I got much more from the stories.
As a beginner marketer/copywriter, reading accounts of the great principles of marketing applied in Joe's business are enriching.
Some of the techniques seem a little antiquated but I'm sure a lot of the principles can be applied today.
And probably my favorite feature of the book are is the full page ads in the back. Joe's copy is so good. I found myself interested in some of the products, including the ones he said bombed.
in the 1970s. It was only years later that I discovered
Advertising Secrets of The Written Word - which is,
by the way, a great book but not the only or the
first copywriting book you should read.
This book covers some copywriting and persuasion
material but it is more-so an instruction book and
a cautionary tale for the entrepreneur running a mail-order
business. Sugarman's business grew fast and attracted
regulatory attention which nearly put him out of
business. He took his case to the people and
the courts, and though it cost him dearly, won.
Sugarman is one tough cookie. His writing is fun
but underneath the easygoing demeanor is a very sharp
and ambitious man who would not be stopped. He
makes it appear easier than I am sure it was for him
at the time... as if he was having fun almost all
He does write about the stress of the legal battles
but he makes the day-to-day operations of the business
seem a lot less stressful than they probably were. He
had a large payroll and was spending millions of dollars
a year on ads, most of which flopped. It was on the
strength of his rare successes that he paid his bills
and got rich.
He is perhaps one of the greatest teachers of direct
response marketing precisely because he has always
risked his own money in growing his business. Lots of
direct marketing champions write copy and consult for
others... but I think Sugarman in his heyday was so
busy writing every word of copy for his catalogs that
he would not have had the time. Eventually due
to overwhelming demand he pioneered the Direct Response
Seminar game and many success stories came out of
It is not a book that sells a method of how to become rich, that ask you to be rich first(It gives the secrets of the trade at an amazing price.
Thanks a lot Joe