Joe Sugarman is a best-selling author and one of America’s top advertising and marketing entrepreneurs, who achieved legendary fame in direct marketing, ran a highly successful mail-order company in the 1980 called JS&A Group, Inc.  Sugarman did plenty of hands on research to develop and uncover new strategies. Many of these were based upon observation of which ad approaches worked, and which ones didn’t.  Extensive study of those ads that achieved a high degree of success, led to a startling discovery. Sugarman saw that the success of such ads was related to certain underlying psychological triggers.  He went on to identify thirty of these triggers that activate psychological forces buried deep within the subconscious brain, and cause people to buy. 

His rise began thirty-five years ago. In 1971, Sugarman envisioned micro-electronics as an exciting and lucrative industry. He formed a company to market the world’s first pocket calculator through direct marketing. Established in Northbrook, Illinois, JS&A Group, Inc. soon flourished, becoming America’s largest single source of space-age products. Sugarman later introduced further innovations and concepts in electronic products throughout the rest of the 1970s, including the pocket calculator, the digital watch, cordless telephone, computers just to name a few.

In 1973, Sugarman’s company was the first in the United States to utilize the 800 toll-free telephone services in order to take credit card orders directly from customers. This approach actually began a revolution in sales and marketing in both the U.S. and across the world. Many other mail order companies started copying JS&A and using their methods.

In 1979, Sugarman was selected as the Direct Marketing Man of the Year and in 1991 was given the prestigious Maxwell Sackheim Award for his career contributions to direct marketing, and people pay up to $3,000 to attend his unique marketing seminars.

Through the effective use of psychological triggers, Joe sold over 20 million pairs of BluBlocker sunglasses, as well as countless other products.  Joe also sold several million dollars’ worth of product on QVC – sometimes in a single day.

Sugarman has created audios, videos and several books. Here are few examples of his more popular products: Triggers: 30 Sales Tools You Can Use To Control the Mind of Your Prospect to Motivate, Influence and Persuade, Advertising Secrets of the Written Word, Marketing Secrets of a Mail Order Maverick, Television Secrets for Marketing Success,  and Success Forces.

Joe Sugarman also holds seminars around the country, charging thousands of dollars per person to attend his seminars—a fact which leads many more to purchase cheaper materials such as his books or audio tapes.