Shugerman, Joseph

Shugerman was born and raised in a suburb of Chicago. For three and a half years, he studied at the Electrotechnical College at the University of Miami (University of Miami), when in 1962 he was taken to the US Army.

Joseph Shugerman spent more than three years in Germany, where he served in army intelligence, and later in the CIA.

Returning to the United States, he organized a company selling Austrian ski lifts. Later, he founded his own advertising agency to serve clients from the ski resort business.

In 1971, Shugerman established a company to sell the world's first handheld calculator through direct marketing. Soon his company, JS&A Group, Inc. , has become the country's largest specialized supplier of space technology products. So, in the 1970s and 1980s, it launched dozens of innovative products and ideas on modern electronics on the US market, including pocket calculators, electronic watches, cordless phones, computers, and many other radio and consumer electronics products. Each time, the launch of a new product was accompanied by large, full page ads, which became the "signature style" of his copywriting work.

In 1973, Shugerman was the first company in the United States to use the 800- toll-free telephone service to accept credit card payments.

From 1977 to 2000, he held about twenty of his own exclusive marketing seminars. They were attended by people not only from the United States, but also from various countries and continents. The price for participation reached 6 thousand dollars. These four-day seminars became an important milestone in the professional life of his students and had a huge impact on their future destiny. Their content formed the basis of his latest book, “The Art of Creating Advertising Messages. Handbook of an outstanding American copywriter ”, published in the USA in 2006.

In 1979, Shugerman was elected the Direct Marketing Man of the Year at the New York Prize.

In 1991, he won the prestigious Maxwell Sackheim Award for his holistic creative contribution to direct marketing - a prize awarded at the Annual John Caples International Awards Competition.

Shugerman is the author of six popular books.

The first of them - “Success Forces” (“Success Forces”, ISBN 978-0809270613 ) was released in 1980 and sold over 100 thousand copies.

The last - “The art of creating advertising messages. Outstanding American Copywriter Handbook ”(“ The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters ”, ISBN 978-0470051245 ) - has also been reprinted several times in Russian. According to Ph.D. Alexander Nazaikin in the Preface to the Russian edition, this book was to “appear on the market not today, but much earlier. It definitely has long been lacking for Russian copywriters. And not only them - everyone working in the domestic advertising market. How many mistakes could have been avoided after reading this book over the past years. But you cannot return the lost, but the future - with the advent of this book - seems more rosy ” ^[2] .

Shugerman D. The art of creating advertising messages. Handbook of an outstanding American copywriter. - M .: Mann, Ivanov and Ferber, 2013 .-- 400 p. - ISBN 978-5-91657-609-2