Marketing Secrets of a Mail Order Maverick : Stories & Lessons on the Power of Direct Marketing to Start a Successful Business, Create a Brand

The success story about the software program that could accurately predict the stock market (which made many people wealthy) made me drool to get my hands on it. The failure story about the "Laser Beam Mousetrap" that went for $1,500 reveals how your ego can cripple your success. Then there are Sugarman's thoughts on type fonts, layout, photography, pricing, publicity (it doesn't sell much), humor (avoid it) and much more, that make this book required reading.


Street Smarts with Eloquence   January 31, 2001
Robert Morris (Dallas, Texas)
8 out of 8 found this review helpful

This is a terrific book. It can help almost anyone to establish and then sustain direct contact, not only with prospects and clients but also with virtually anyone else of special importance to the organization. The term "direct marketing" is by no means limited to creating or increasing demand for whatever one sells. Sugarman's various strategies and tactics can also be effective to improve communications (eg with employees and vendors) and to strengthen relationships with allies (eg third-party centers of influence which can generate leads). One word of caution: Because Sugarman's enthusiasm can be contagious, it is imperative to (a) know precisely what you want to accomplish and then (b) select only what is specifically appropriate to the immediate objective. Don't try to do everything at once. Set priorities and be prepared to modify them. I cannot think of a prior time in the history of American business when Sugarman's ideas would have greater value.


Must Have!   July 17, 2000
Daniel Ray Reed (Baltimore, MD United States)
19 out of 19 found this review helpful

If you've read Sugarman's "Advertising Secrets of the Written Word" chances are you've already made up your mind to buy this book. If however you haven't, or just need some persuasion, let me put it this way; BUY THIS BOOK. Like Joe Sugarman's copy, this book is an entertaining, educational read that will have something for everyone in Marketing regardless of your experience level.

Sugarman's ability to teach while entertaining is what makes his copy so riveting. This book does the same. His successes (the retail ad that sold 1,000 computers in one morning) and his failures (the Laser Beam Mousetrap) and everything in between is a must read for anyone who wants to understand what works in the world of marketing (and why), and what doesn't (and why). Even the anecdotes, like his raffling his services to raise money for the American Cancer Society, contain valuable lessons that can be applied to selling, as well as life in general.

If I had one criticism of the book, it would be that it's difficult to read the whole way through without wanting to drop everything and begin using what you've learned. Yes, it's that good. And if you haven't yet purchased his first book (mentioned above) make it a priority.