Richard Armstrong TOPICS: Advertising/Public Relations Marketing FEE CATEGORY:* 2.5k to 5.0k Video Profile Program Outlines Testimonials/Client List Request This Speaker

Richard Armstrong began his career in advertising and direct marketing shortly after graduating from Carlton College in 1974 when he became creative director of a direct-mail agency specializing in political fund raising. Among the agency's clients at the time were President Gerald R. Ford's re-election campaign and the Republican National Committee.

Since launching his own business in 1981, Richard has written direct-mail copy for a wide variety of clients in both the fundraising and commercial arenas. Among his clients in the nonprofit sector are the Smithsonian Institution, Mothers Against Drunk Driving, the ASPCA, the USO, Greenpeace, Amnesty International, and the United States Holocaust Memorial Museum.

In the commercial sector, Richard specializes in circulation-promotion for magazines and newsletters. His clients have included PREVENTION, Smithsonian, Kiplinger's Personal Finance Magazine, The New Republic, National Review, Boardroom Reports, Food & Wine, The Limbaugh Letter, Air & Space, and many others.

Richard has also written speeches for the senior executives of companies like the American Broadcasting Company, Group W Broadcasting and Cable, Newsweek, and Philip Morris. In 1988, a speech he wrote for the president of Equibank won the Speechwriter's Newsletter contest for "Best Speech of the Year."

A two-time winner of the Direct Marketing Creative Guild's international Caples Awards for direct-mail copywriting, the Guild honored him in 1986 with a special award -- The Maxwell Sackheim Award for "Outstanding Achievement in Direct Marketing." In a feature-length profile, Advertising Age called Richard "one of the new breed of direct-mail copywriters" whose style is "offbeat, sometimes humorous, always engaging."

He is author of two books, both published by William Morror & Co. LEAVING THE NEST: The Complete Guide to Living on Your Own was published in 1986 and is currently in its fifth printing. THE NEXT HURRAH: The Communications Revolution in American Politics was hailed by Kirkus Reviews as "one of the best books on the ramifications of the electronic political process since Joe McGinniss's The Selling of the President." TIME Magazine, the Los Angeles Times, The New York Times, the Miami Herald and Spy Magazine are just a few of the publiactions who have sought his expert commentary on issues relating to advertising and marketing.

A sought-after speaker on the subjects of advertising, direct marketing, and the new communications technologies, Richard has been a featured speaker for such organizations as the Direct Marketing Association, The Direct Marketing Creative Guild, Direct Marketing Day in New York, The "Kings of Copy" Workshop, The Newsletter Association Marketing Conference, The National Society of Fundraising Executives, Advertising Age's Creativity Workshop, and many others. In 1988 a speech he delivered to the Great Lakes Cable Expo on the use of cable television in political campaigns was published in Vital Speeches of the Day.

He lives in the Glover Park neighborhood of Washington, DC with his wife Sharon and his dachshund Scooter, a family he often describes as "three middle-aged mammals huddling together for warmth."

Richard's Mission
Richard Armstrong helps companies of all sizes make more money (and spend less) on their advertising -- yellow pages advertising, internet advertising, and direct mail. He does this by writing and critiquing copy, consulting on creative strategy, writing books and articles, and presenting speeches and seminars to corporations and trade associations.

Richard's Philosophy
Richard Armstrong believes that most of the fundamental principles of advertising strategy were perfected more than fifty years ago by such advertising pioneers as Claude Hopkins, John Caples, Maxwell Sackheim, David Ogilvy, and Rosser Reeves. Mr. Armstrong applies these principles to the marketing problems and communications technologies of today. He is the only copywriter you'll ever meet who hesitates to use the word "creative," believing, as he does, that while imagination and flair have a role to play in copywriting, most of an ad's success will depend on the strength of its underlying strategy. He is a firm believer in using such principles as the unique selling proposition, positioning, risk reversal, the AIDA formula, and powerful offers. And although his work has won many honors, he would much rather write an ad that makes money for his client than one that wins an award.

Richard's Services and Specialties
As a copywriter, Richard Armstrong specializes in direct mail with special emphasis on publishing, fundraising and membership. Although Mr. Armstrong works a very limited schedule of no more than twelve major direct-mail packages a year, he also makes himself available to work with clients as a consultant: critiquing copy, developing copy platforms, and providing telephone and/or on-site consultation. Mr. Armstrong is one of the most sought after speakers in the field of advertising and direct marketing. As a speaker, he specializes in helping small businesses and professional practices improve their Yellow Pages advertising and direct mail. Mr. Armstrong also has written extensively on these subjects, including his critically acclaimed book on political advertising, The Next Hurrah. His articles have been published in Advertising Age, DM News, Direct Marketing, Fund Raising Management, Target Marketing, and many others.

* Please note that while this speaker's specific fee falls within the range posted at the top of this page (for Continental U.S. based events), fees are subject to change without notice. Also note that most celebrity keynotes begin in the $25,000 and up range (most list "Contact for Fee Schedule"). For current fee information or international event fees, please contact your Speakers Platform representative.