E. Joseph Cossman was born in Pittsburgh, Pennsylvania. He was an American businessman. He had experience of his father’s grocery store during his childhood and three-year stint in the army in Europe. His main style of business or 'making money' was to source products mainly ones that had big potential but poorly marketed. And then market them using Direct response techniques and mail order. He wrote a very famous book called 'How I made millions in mail order'. He received Master of Business Administration degree in 1977.