c-span, c-span now free mobile video up or online at c-span.org. ♪♪ >> weekends on c-span2 or an intellectual piece. every saturday american history tv documents american stories and sundays tv brings the latest nonfiction books and authors. funding for c-span2 from these television companies and more including media,. >> we leave whether you the here or here or in the middle of anywhere, have access to the fast reliable internet. >> media, along with these television companies support c-span2 is a public service. >> joining us on tv, office richard, here's his book called

covid, marketing secrets of richard a. what you do for a living? >> my mother went to her great-nephew but i did. i waswa fortunate 1960, early 60s to pioneer political raising money for a long time the two and combine i diddi that in the early 60s for about 20 years happen and i helped build the movement and made a change and there would be no consumptive movement were the. when i did my pioneering work in the 60s, now they are doing a better job. >> have you always been ans

conservative when you're growinr up. >> i grew up in texas and kids in the neighborhood playing cops and robbers 11, 12, 13, not shooting robbers, just have no recollection of preverbal conversation extended family but i knew the difference between bad and evil hiding in opposing them, first generation bill buckley coldwater is a sinner. one 100% second generation, before we are concerned, first we were anti-communist, that was the movement in the 60s, 70s and 80s. >> what was that moment for you when it came to mailing lists

visiting the office in new york city? >> i was fortunate, i had two week summer camp national guard military base outside chicago in the first and only salary in chicago, i saw an ad for field directors, americans constitutional action and it no longer exists i had a buddy, a journalist there so i could hear cannons and guns going off in new york and washington, the work was starting and i was desperate to get in and fight the political left in america so i called my friend and said i've got to get one of those jobs and he's innocent for, is one. isn't that and i said give me

that job and i got the job. a year end a half i moved to new york and came in contact regularly with bill buckley and meyerle, an intellectual giant i tried to be likein them the red everything, i wasn't making progress, i made the conscious usdecision to focus on direc mail. we didn't have people like buckley, nobody could market them so i went to my wife for most life and two babies and said honey, i think i got something to change america, maybe even thet world i do believe of all household duties, the diapers or yardwork, she bought into it. i made a deep dive into marketing the microphones of the

new york times and nbc etc., would get our message out. we went around and it changed everything. john conley and george w bush, is getting hundreds of thousands of ten, $25 contributions. >> what makes an effective sale? >> direct mail until recently the second largest in the country, television number one is now number three. recognize early on and it goes to 1 million people, i write it to one person in the one present

in mind i'm writing to for most is my mother and my dad, they didn't give every time, he don't write to someone who always gives or neverer gives. you have a conversation with the end bill buckley famously said he was a conservative but not of greed. i am of the breach, my faith is catholic and as long as most, when you stand up or kneel down, i am one with the audience and it makes a huge difference, i am a true believer.

>> those of us involved in the media or politics over theha yes received things and often they are one line paragraphs and then three or fourth pages and repea. what is the effect of that? >> one of the many reasons i like don't have two guests becausele we take a million letters and split in half and 500,000 for the long paragraph and the tested millions and billions of letters so we know a good long eight page letter for seven-page letter, up to a time, the more will read it and most just scan it, look at this and look at that so if ever give a salesman a refrigerator but you can only be 200 or 400 words,

speaking to you make the sale so short letters, short words. if you read the new testament jesus says words and almost one or two syllable words, short words and short paragraphs. follow me and etc. so long letters short words, short sentences and paragraphs. me and my agent will be 90 in amos, i literally hours a day and advertising and have done that over 60 years to this day, i've alreadynu spent five minuts today on it. people are interested in the advertising career, i just say study, study, study, read, read,

read. most people haven't done a lot of studying so if you study the classic out there, the giants before us, need to the marketing and in five years you can get the 5%ri. >> e-mail and social media for your business? >> not really in a major way. when i got involved in 1961, early 60s, f fundraising didn't happen for a bit, it's very which work now every fortune 500 company has direct marketing decision, a apartment so we know what works, we don't with the internet. we will figure it out but might be tomorrow or in five years but

we haven't figured out how to work it on the internet. a lot of young people are trying, they know the internet but don't know how to market so we are still in the exploratory stage learning how to market using the internet. >> talk about the four horsemen differentiation, benefit and grant, briefly describe those. >> nothing original with that at all. together in the package which is really important and urge viewers, it doesn't matter whether you are running for office or want a promotion or a job, he stops and tell people when i dated my wife, there was a lot of competition for this

young lady's hands so i had to separate myself from the competition. position number one is a hole in the marketplace. holding you occupy? as a private decision. differentiation is what you do publicly to let everybody know your marketplace. msnbc for television they both have a position, a hole in the marketplace and differentiate what used to be tucker carlson is now brooker and jesse watters tell is where the will will get right.

so your audience is exceeds for the benefit and you don't get anywhere else until recently you have a little competition and there was no competition for decades. same for nbc. when is a combination of education and went the famous communicator. i live out in the country, 40-pound cowse here but it is a purple cow it will stand out so our goal in life is to be a so i had to squeeze at this.in you want to going for you, the tagline summarized what you do what is different for everybody else.

if anybody can use your tagline, throw it away, it's something to do with how smart you are or faster or anything, something that differentiates you. if you're running for office, liberal conservative so the tagline in the most effective tagline the last 40 years has been make america great again and the tagline separated trump in 2016 from everybody else other. when the george allen you do the crime, he time.e. four years ago you want that was in the tagline. strong language will negative as

well on tv even though everybody says. >> it's not necessarily strong words, recently i read about truman, give help, harry. i just telling the truth and they think it is help. [laughter] so it's important to differentiate from your competition whether primary or general election. even a nonprofit you separate yourself from competition and explain in a few words what it is i exposed to a thousand or 2000 messages a day now it's five, 10000 so you got to show a few words, identify your brand

and is when you own a category. as the first ever was a second person to fight solo across the atlantic.go if you don't remember the first. >> what surprised me was you talking about how liberals work others superseded conservative movement when it comes to direct even though you start it. >> when i did my pioneering work in the early 1960s i caught a lot of criticism and regularly attacked on nbc, abc, times magazine all through the 70s. all of the criticism stopped within a few hours, election night 1980. aha, that's what it's been up to my told my conservative friends

the heritage foundation and many othersog continues to worry, its taken me 20 years to learn how to do this and it will take thea 30 or more years, smarter than they are. within five years was on the left caught up with conservatives and now they have far surpassed this. i wouldn't dream of flying in an airplane with a pilot with the skills of an average conservative. most have learnedr about, nonef us go to a doctor who earned medicine by the seat of his pants. basically 20000 organizations about 1500, seven 100% raised more money than donors.

>> you talk about this organization. >> i'm in big exponent of organizations, they have 20000 organizations out there, think about former president obama going to these groups, 300, 350 groups represented. if the conservatives say don't be five or six or seven groups that, each group has their own agenda and source of money and their own membership and leadership enable everybody not wish independent, they pulled people away on their issues so politicians really don't so much as these organizations and they

are 1500, far behind in one thing to encourage the book, mostly younger people. when you're my age or in your 60s or 70s or 50s, you're pretty well set. the definition of an entrepreneur risk taker and you take a big r risk so that's goig to come from there so get engaged, i talked about that and it is important, nobody was banging on his door, he picked himself. in 2008, describing himself as a community organizer and a year later united states carol donald trump is a businessman. fifteen months later, he's

president. so don't wait for somebody to come. i came to washington, i had all these ideas and one day i called all meeting and became the calld meeting a week later leonard on, nancy pelosi climbing the leadership ladder and could people come to meetings and serve good food and i serve good food and they invite me to their meetings but we risk taker, be bold. >> the good advice.

marketing if you want to cast off. millions of people's. for everybody. >> beginning with charles, who was he. >> one of the great human beings, fortunate to know him in the early 60s and the youngest son, thomas edison and he was secretary of the native and the last ten, 15 years of his life he was active in the conservative cause movement and quite wealthy generous contributions so iran young americans in the 50s and we

had a small office in the for the fourth advertising in new york city, i'm at my desk about 2:00 p.m. and i look up charles edison and he would walk to the towers, 15bl blocks around encourage us, a delightful and wonderful man. >> the contribution on the phone i called a few people like him and world war one hero, they all gave me money generously. >> talk about that, cold calling people on the phone. >> that's not me. it wasn't me, i don't like

people asking. >> started writing letters so i got a secretary and then i got something, a few hundred letters an hour or something like that and i got something called computers and we started spitting out letters and after about a year end a half, national review i began to focus and after a year end a half i thought everything i knew but i quit a good job and the world first direct mail political advertising industry, i thought i knew everything, i kneww

nothing, less than 1% of what i know now. one thing was names and addresses is able to get 50 plus donors and it changed everything so by end of the first year when i started i had 100,000. we are well past 10 million. recognized fundraising and name acquisition.

everything i got available in the company. the reason i do that. longtime value of that and in those days two or three or four or five hours, it was great and does come in and there are 500,000.

i'll put up the money. to this day the vast majority of my clients we financed so everything i can get i put back to the conservativeco movement. >> who wasas right, 5000 or 500,000? >> millions. [laughter] will be in the around 300 million. >> somebody else is very active in the conservative movement that you write about. >> dear friend, the devil zero two, active at the national level for doctor lee edwards, coldwater and bill buckley and

robertson, everybody except edwards, since 1961 and says this young conservative you need to know, he doesn't know you and you don't know him. ten days later there back and at the end he said i spoke magic words to him and his i want you to work with me and help me build thee conservative moveme. i gave him a little a increase. after some years he left and ended up working for ronald reagan in the white house and then he left and started something called the leadership institute almost no organization

i can think of more important concerning this leadership, trained well over a quarter million young people, governors and senators and legislatures. over the years right now as we speak with my president of my company, i am chairman, in jerusalem with national conservative critters and seeking a couple hundred people in europe had to be effective conservatives so maybe 500 or more all over the country year end more impact on the movement than anybodywh else. >> go big, marketing secrets and ask someone said before rush

limbaugh, there was richard. ♪♪ >> if you are in joyful tv, son of using the qr code on the screen. to receive schedule of upcoming programs, book festivals and more, book tv every sunday on c-span2 or anytime online at booktv.org. television for serious readers. ♪♪ >> live sunday september 3 on his death, author and essayist mary price book tv to talk and take your calls on religious freedom sexual revolution in america an expert on christian culture and author of many books including is dangerous to leave, how the west really lost god and adam and eve after the pill

revisit, and update to a 2012 book about the social change brought about by the sexual revolution of the 1950s. joining with your phone calls, facebook, send text. in-depth was very ever sat live sunday september 3 noon eastern on book tv must g to. ♪♪ >> wash c-span's new series, books that shaped america. join us as we embark on a captivating journey in partnership with the library of congress that created books that shaped america lens to explore key works of literature from american history. promote thought, ten more, significant societal changes and it's still talked about today. renowned experts will shed light on the iconic work. celebrated authors and

unforgettable books among future books, common sense thomas paine, huckleberry finn and i spoke to scott. free to choose by milton and rose friedman. watch our ten part series books that shaped america monday september 189:00 p.m. eastern on c-span policies and now, free mobile video or online at c-span.org. ♪♪ >> a healthy democracy doesn't just look like this. it looks like this. citizens are truly important, public life. get informed on c-span. unfiltered, unbiased word for word from the nation's capital to wherever you are, the opinion that matters the most, this is what democracy looks like.

>> u.s. senate coming in for what we think will be a brief session. lawmakers are in a month-long process. now live to the senate floor here on c-span2. the presiding officer: the senate will come to order. the clerk will read a communication to the senate. the clerk: washington, d.c., august 22, 2023. to the senate: under the provisions of rule 1, paragraph 3, of the standing rules of the senate, i hereby appoint the honorable ben cardin, a senator from the state of maryland, to perform the duties of the chair. signed: patty murray, president pro tempore. the presiding officer: under the previous order, the senate stands adjourned until friday, august 25, at 12:00 p.m.