Everybody saw my successful advertising and thought I was a big success. But, behind those successes were several failures that I had to learn from …

- Joseph Sugarman

You must become an expert on a product, service or anything you write about to really be effective.

- Joseph Sugarman

Each problem has hidden in it an opportunity so powerful that it literally dwarfs the problem.

- Joseph Sugarman

If it is your assignment to write copy for a product or service that you really don’t have a feel for, then you have a great deal of studying to do t…

- Joseph Sugarman

Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if sliding down a slippery slide.

- Joseph Sugarman

What you focus on expands.

- Joseph Sugarman

Not many people are willing to give failure a second opportunity. They fail once and it is all over. The bitter pill of failure is often more than mo…

- Joseph Sugarman

View every problem as an opportunity.

- Joseph Sugarman

All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy.

- Joseph Sugarman