10 Steps

Description

I learned the trade on television because it was so darn fast, and immediate, the responses were almost immediate. On QVC you would know within the first 5 minutes if anyone was interested in your offer, which is like catalog television. So there I learned the trade of copy and direct marketing and I learned if you can soften the market  through television and print advertising whether direct mail or catalog, and then ultimately retail, it would be a lot easier to do. And direct marketers like Joe Sugarman and others, there’s very few people like him, he’s certainly one of the masters, he did the BluBlocker campaign of course with the BluBlocker sun glasses. Those types of offers worked best because they were direct marketing offers and the genesis of those offers started with master copywriters like a Joe Sugarman. So what’s important to know, in this interview anyway, is that copy is like oxygen to a campaign, although there’s many elements to a great direct marketing campaign, copy is the oxygen and where I learned my trade is just by gathering books. I have over 2,000 rare books dating back to the 18,00’s.