A Master Class in Ideological Marketing with Richard A. Viguerie on the Right and Roger Craver on the Left
The two pioneers of political direct marketing/mail/fundraising, Richard A. Viguerie and Roger Craver, shared their keys to success on the “Going Big! Podcast,” consistently ranked as a top podcast on iTunes, hosted by Kevin Gentry.
Viguerie, founder and president of American Target Advertising, ConservativeHQ and one of the founders of the modern-day conservative movement and Craver, founder of Craver Matthews Smith and DonorTrends and the editor of The Agitator newsletter, discussed their 60 plus years of experience, knowledge and insights on how people can succeed and be a leader in ideological direct marketing.
Guided by Gentry, the conversation reached into areas of political: entrepreneurship, leadership, lifelong learning and strategy.
The political direct marketing/mail/fundraising pioneered by these two men has helped launch and sustain hundreds of national and international organizations, and raise billions for causes they believe in, Viguerie on the right and Craver on the left.
Viguerie said, “One message I always share with young people: read, read, study, study, and learn from the giants in your profession.” Due to lack of professionalism in marketing/advertising, if you follow his recommendations, you can be in the top 5 percent of marketing within a few years.
Viguerie goes on to say, “When I started, the conservative movement had intellectuals, political candidates, a few elected officials, a few organizations, but no one doing national marketing for the conservative cause.
I took up that challenge, and for the next 64 years, I spent 45,000 hours studying marketing/advertising/business. I still spend 2-3 hours studying, 6 days a week.”
“What we’ve seen in the last few years is a revival of citizenship,” said Craver. “This is more important than donors because the enemies of democracy are disillusionment and apathy. Recently, people have been getting more involved, and that is a good thing. There will be energetic, ideological disputes, but a revitalization of citizenship is a good thing for the country.”
Despite their ideological differences, Viguerie and Craver have been friends for more than fifty years.
About Richard A. Viguerie: Called the "Funding Father of the conservative movement," Mr. Viguerie transformed American politics in the 1960s and '70s by pioneering the use of direct mail as a means for conservatives to bypass the mainstream media and take the conservative message right into people’s homes. At age 91, Viguerie works 11-12 hours a day, 5 ½ days a week, in addition to serving as chairman of his 95-person marketing agency, he also serves as the chairman of conservativehq.com and FedUpPAC.org
- political marketing
- direct mail
- Roger Craver
- Kevin Gentry
- The Agitator Newsletter
