those were the migrants back in the country new york times, nbc, abc et cetera. we couldn't get our message out. we started with direct mail, we went around this block and that changed everything. i can make a case ronald reagan would not have gone the nomination without direct men, because with john connally, george h. w. bush getting thousand dollar contributions. he was getting hundreds of thousands ten 50,025 dollar contributions campaigns made all the difference. >> what makes a direct mail letter? talk about when you've written. >> we'll direct mail used to be until recently the second largest form of advertising in the country. television, number one. now it's number three, because of the internet. number internet's number, one television number. do directory mail number three. i recognize that early. on i recognize when i write a letter goes 2 million people, i don't write it to 1 million people. all right to one person, that one person that i'm writing that letter to. and i have a conversation,. >> well for most of my political life it was my parents, my

mail and if it was the microphones of the country in those days, the message, the new york times, abc et cetera, couldn't get the message out. starting with direct mail, going around this block into people's homes and it changed everything, ronald reagan wouldn't have got the nomination without direct mail, john connolly and george hw bush, thousand dollar contributions, 10, 15, $25 contributions, that made the difference. >> host: what makes an effective direct mail letter? >> guest: direct mail used to be until recently the second-largest form of advertising in the country, television number one. now it is number 3 because of the internet. the internet is number one, television number 2. i recognized that early on and when i write a letter that goes to a million people i don't write it to a million people, i write it to one person to one person in mind that i'm writing that letter to. >> host: who is that one person? >> guest: for most of my political life it was my parents, my mother and my dad. they would occasionally give. to write to somebody who always gives, it's not a challenge wheneve