Quotes from Joseph Sugarman

It's not whether you win or lose in life that's important but whether you play the game. Lose enough and eventually you will win. It's only a matter of time.

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 most people can handle. If you are willing to accept failure and learn from it, if you are willing to consider failure as a blessing in disguise and bounce back, you have got the essential of harnessing one of the most powerful success forces.

Each problem has hidden in it an opportunity so powerful that it literally dwarfs the problem. The greatest success stories were created by people who recognized a problem & turned it into an opportunity.

If I had to pick the single most powerful force in advertising and selling—the most important psychological trigger—I would pick honesty.

The more tools you have to work on a problem in the form of experiences or knowledge, the more new ways you can figure out how to solve it.

Your copy has to put the prospect into a relaxed buying environment.

Axiom 4 Your ad layout and the first few paragraphs of your ad must create the buying environment most conducive to the sale of your product or service.

Axiom 5 Get the reader to say yes and harmonize with your accurate and truthful statements while reading your copy.

The prospect has basic emotional needs that your product will solve, regardless of how sophisticated or simple your product offering is. Examine those emotional needs.

Whenever I have come up with something I can call a problem, it triggers a reaction in my mind that says, "Where's the opportunity?

So your first sentence should be very compelling by virtue of its short length and ease of reading. No long multisyllabic words. Keep it short, sweet and almost incomplete so that the reader has to read the next sentence.

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

Each time you are honest and conduct yourself with honesty, a success force will drive you toward greater success. Each time you lie, even with a little white lie, there are strong forces pushing you toward failure.