Los Resortes Psicologicos de La Venta

by Joseph Sugarman, CELESTIAL CONNECTION CELESTIAL CONNECTION (Translator)

Joseph Sugarman fue uno de los mayores profesionales de venta directa en la década de los ochenta en Estados Unidos. Nacido en la zona de Chicago, tras formarse como ingeniero eléctrico en la Universidad de Miami y pasar unos años en Alemania como miembro de la CIA, se dedicó a la labor comercial, tanto redactando anuncios escritos como en venta directa. Vendió la primera calculadora de bolsillo, lo cual le llevó a formar su compañía JS&A Group, especializada en tecnología. Fue el primero en popularizar los teléfonos inalámbricos y los relojes digitales, pero su mayor éxito tal vez fueron las gafas BluBlockers, de las cuales vendió más de veinte millones de unidades. En este libro, Joseph Sugarman destila la esencia de su enseñanza, detallando los resortes mentales que propician la compra.

Genres: Business, Psychology, Nonfiction, Entrepreneurship, Amazon

254 pages, Paperback

First published January 1, 1999

About the author

Joseph Sugarman is a legendary copywriter who started a mail-order business, JS&A Group, through the power of his pen. He's also the author of The Adweek Copywriting Handbook.

Reviews

[Scott]

Honestly this just works as a great psychology book.

[Pete Williams]

How I Heard About The Book...

The is one of "those" that "they" all tell you to buy and read ... and it's for a very good reason reason.


The Lesson/Argument in Three Sentences...

It's hard to sum this book up in a few sentences, as it's a very down and dirty, to the point type affair ... and unlike a lot of business books the are just a really strong idea wrapped in 200 pages of fluff; this book is essentially 30 short essays all around 'influence and persuasion'

Look at it like a mixed bag of marketing goodies; that you can dip into for inspiration whenever you need.


Why Read It ...

This is the type of book that always keep handy and close by whenever I'm working on marketing or copy for a project; as it's the perfect antidote to a brain freeze ... So if you are serious about becoming a great marketer, YOU MUST have this in your collection of resources.


Key Chapters ...

It's really hard to pull out some of the better chapters; but here goes...


Trigger 3: Prospect Nature // Love and the Campus Hooker

Trigger 6: Involvement and Ownership // The TV Salesman's Secret

Trigger 8: Storytelling // Talkin' Story in Hawaii

Trigger 9: Authority // Instilling Authority in the Men's Bathroom

Trigger 12: Justify with Logic // The Devil Is in the Logic

Trigger 16: Linking // Mass Delusion and Other Good Marketing Ideas

Trigger 19: Sense of Urgency // Help, It's a Fire

Trigger 25: Patterning // Making Love with Your Prospect



Consumption Method [Audio,eBook,Paperback etc] ...
Hardcover


Other Similar Books Worth Checking Out ...

Influence: The Psychology of Persuasion - Robert Cialdini

Yes!: 50 Scientifically Proven Ways to Be Persuasive - Noah J. Goldstein

The Robert Collier Letter Book - Robert Collier


What Was Missing ...

For what this book is meant to be; a swipe file of sorts, it does a great job. Sure, there are always going to be a "need in the market" for more examples etc, but I think the book does what it promises.

What could have been nice, would have been some templates for some of the more application triggers; but that might be pushing the readers luck a little ... especially given Joe is known for his higher priced courses and seminars etc etc.

[VITOR BRAGA Santos]

Objetivo: Ganhar R$1 Milhão em vendas de produtos promovidos por Copywriting e marketing de Resposta Direta.

Como?

Aprender persuasão e gatilhos mentais para o corpo do texto e headlines do copy, eventualmente fazer várias vendas que acumulará esse valor.

Passo 1: Ler Triggers do Joe Sugarman (feito)
Passo 2: fazer scripts baseados nos 30 gatilhos mentais que o autor ensina com o produto e o cliente em mente (fazendo)
Passo 3: Escrever os copys e testar.

[Michael Kelso]

A brilliant addition to your marketing toolkit

I purchased this book with expectations of a series of quick tips to help my book sales. Instead what I got was a series of well thought out examples of solid ideas that were all grounded in one main theme honesty.
Quite surprising to read in today's 'You can make a quick million just like me' environment that I see in so many ebooks.
Mr. Sugarman was well versed in his salesmanship and stressed honesty and integrity as the key to being successful.
I will be looking for more of his books.

[Jan Brinkmann]

great tips, very helpful

[Paul Smith]

Essential for would-be internet marketers.

Great book on selling. Good to read this along with Robert Cialdiani"s book, Pre-suasion. If you are trying to make it online, stop thrashing around in the dark and learn from these two masters.

[Ivan Voras]

A very practical and down-to-earth cookbook of the basic and most directly useful ways to make a product or an idea desirable, i.e. to sell it. Nothing here is completely new (after all, it's a 17 years old book), but the fact that the triggers are systematically enumerated and described with plenty of examples makes this a very useful book to read and to have for reference.

I especially liked that it ends with the list of triggers and exercises that guide the reader to apply them one by one in a real-world situation.

[Justin]

Hugely enjoyable and enlightening approach to the basic psychologies of making a sale, particularly in written form. The book is divided into small sections with one clear lesson for the reader to absorb. I think this book is timeless and really shows how emotions rule the sales process much more than logic.

[Ally Archer]

I find marketing psychology so fascinating. You can apply these "triggers" to any type of marketing/sales, persuasion... I also find it interesting to analyze my personal buying behavior. The worksheets at the end are very helpful if you're selling any type of product. Definitely recommend to anyone in marketing/sales/business, or those simply interested in what evokes consumer behavior.

[Ryan]

Classic Sugarman. This dude brought us BluBlockers for heaven's sake! Great guy to learn from.

[Alex Maroko]

30 Rocks.

[Todd Brown]

Awesome!

[Floyd Larck]

Excellent book on learning how to sell almost anything. Joseph Sugarman is the master when it comes to the "triggers" as a sales tool. You can be too with his book.

[Mike Tomasello]

Pure gold

If there is a more comprehensive guide to sales and marketing and triggering people to buy in an ethical way, I haven't found one better.

[Jonathan]

All the triggers sales tools are persuading, influencing and motivating for us. Examples he made are perfect, perfect book for aspiring sales/marketing people.

[Ramaswamy]

This was one of the three books that I purchased based on the recommendation in a blog. The other two books were Influence by Cialdini and Crushing it by Gary Vaynerchuk. They were three of the best non-fiction books that I had read in a very long time. The intellect and the sensible ideas in these books are awesome. In this book, Sugarman talks about 30 marketing tips that you can offer that helps you to sell your product. There are the regulars like 'Authority', 'Rarity' and 'Reciprocity (give your customer a gift)' etc. Also there are other ideas that gives you the Aha! experience. You suddenly remember that time when the salesman used this trick on you.
He has great ideas about selling different types of products including ideas and books.
Great book.
Check out my blog review.
http://manofallseasons.blogspot.com/2...

[Venera Arakelyan]

This belongs to "Must read classic" books for marketers.
30 sales tools are:
1: Consistency
2: Product Nature
3: Prospect Nature
4: Objection Raising
5: Objection Resolution
6: Involvement and Ownership
7: Integrity
8: Storytelling
9: Authority
10: Proof of Value
11: Emotion
12: Justify with Logic
13: Greed
14: Credibility
15: Satisfaction Conviction
16: Linking
17: Desire to Belong
18: Desire to Collect
19: Sense of Urgency
20. Exclusivity
21. Simplicity
22: Guilt
23: Specificity
24: Familiarity
25: Patterning
26: Hope
27: Curiosity
28: Harmonize
29: Mental Engagement
30: Honesty

[Kyle Shropshire]

Good advice in short chapters

The content was interesting and easy to read. I picked up some new ways to show my products. The quotes and chapter headings were out of order on my kindle edition and they all appeared at the end of the chapter instead of in the correct place. Not too big of a deal but annoying.

[Olivier Magguettss]

oiii

[Gustavo Reis]

The best thing about the book is that it has a pretty good summary at the end!

[Jo]

Old but had some interesting, universal concepts

[Joe]

30 for 30

All triggers are extremely useful. It’s on you to apply the knowledge. If you didn’t like this book, you might have to reevaluate your salesmanship

[Ross]

filled with info

This book was recommended to me in order to increase sales on Amazon, whilst some sections may be out of date - the rest was still relevant today.

[Stan Dahl]

Timeless Advice From a Legend

I return to this book every year. Never fails to deliver something I can put to work. Joe was a remarkable salesman.

[Brett Anderson]

Full of both practical principles and entertaining anecdotes. Glad to have read it.