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Joseph Sugarman is a prolific marketer, copywriter, and entrepreneur known for his innovative approaches to advertising and sales. Here are some quotes attributed to him:
”The purpose of the first sentence is to get you to read the second sentence.”
”Each element in an advertisement – headline, subheadline, copy, script, or whatever – must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best.”
”Each time you write a headline, you should go for a specific effect; the one effect you want.”
”The true purpose of advertising is to make sales, not to win awards.”
”The sole purpose of advertising is to sell more products or services. It is not to be clever or creative. It is not to entertain.”
These quotes encapsulate Sugarman’s pragmatic and results-oriented approach to marketing and advertising, emphasizing the importance of effectiveness and direct response in campaigns.