Joseph Sugarman's masterful direct-response copywriting has resulted in millions in sales. N othing in this world has moved and inspired more people than the power of the written word. For Joe Sugarman, the power of his pen has moved millions of customers to reach for their wallets and hand him their money. Joe Sugarman has had many direct-response success stories, including BluBlocker Sunglasses, which have sold more than 20 million pairs. It is just one of several huge successes Joe has had, earning worldwide respect as a marketing wizard. He attributes all his success to copywriting and all his business success started with an ad he wrote. And lucky for the rest of us, he loves to share his wisdom. Many have started their own success by reading Joe’s seminal book, Triggers: 30 Sales Tools you can use to Control the Mind of your Prospect to Motivate, Influence and Persuade. In this interview with InsuranceNewsNet Publisher Paul Feldman, Joe tells how anybody can spin gold from words. FELDMAN: What would you tell someone who is busy running a business and making sales, who thinks copywriting should be someone else’s job? SUGARMAN: I can talk about my own experience. The business owner is the person who is really responsible. That person has to develop a concept that can sell. So, how do you do that? First of all, you have to be an expert in that particular product or service. Then you really have to write a lot because the more you 10 InsuranceNewsNet Magazine » December 2012 write, the better you get. The third thing is, you want to experience life, all kinds of challenges. The more you do, the more your brain is programmed to come up with really great ideas. FELDMAN: Should you outsource copywriting to a professional?