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Richard Armstrong is one of the nation’s leading freelance direct response copywriters. He was voted the AWAI copywriter of the year in 2012. Richard is a two-time winner of the Caples Award – this is the “Oscars” of direct mail. He is also the author of several books including God Doesn’t Shoot craps.

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What will you learn in this interview?
-What was one of the campaigns did not work well and why?
-What was the biggest opportunity of his life that Richard said, “I blew it”?

Business Mentors, Tools, Books mentioned:
-Muhammad Ali – professional boxer, among the greatest heavyweights in the sport’s history
-Mike Palmer – copywriter, Agora
-Gary Bencivenga – marketer, copywriter
-Richard Potter – copywriter
-Robert Collier – New Thought metaphysical books in the 20th century
-Milt Pierce – world-class freelance copywriter of direct mail and TV commercials,
-Dick Benson – copywriting, direct marketing
-Winston Churchill – British politician who was the Prime Minister of the United Kingdom f-Juan Manuel Rodríguez Parrondo – Spanish physicist

A little background about Richard Armstrong:

Richard Armstrong is one of the nation’s leading freelance direct-mail copywriters. Specializing in circulation-promotion for magazines and newsletters. He has written direct-mail letters for such well-known publications as Smithsonian, Prevention, Men’s Health, Kiplingers, The New Republic, The American Spectator and National Review.

Richard is a two-time winner of the Caples Awards – the “Oscar” of direct mail — and in 1982, the Caples committee also honored him with the Maxwell Sackheim Award for an “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, and always engaging.” Crain’s Business Report dubbed him a “direct marketing genius.”

Richard has written extensively on the subjects of direct marketing, political fund raising, casino gambling, and the new electronic media. His articles have been published in National Review, Washingtonian, Advertising Age, and others.

His first book, LEAVING THE NEST, was published by William Morrow & Co., Inc. in 1986 and had five printings. His second book, THE NEXT HURRAH, was published by Morrow in 1988. It was praised by The Los Angeles Times as “captivating and complete” and by Kirkus Reviews as “one of the best books on the ramifications of the electronic political process since Joe McGinniss’s ‘The Selling of a President.’” Psychology Today called it “as readable as it is disquieting.” GOD DOESN’T SHOOT CRAPS is his first novel.

Honors and Awards
Caples Award
The John Caples International Awards
January 1982
For client: Maserati Automobiles

Caples Award
The John Caples International Awards
January 1988
For Client: Sea Turtle Rescue Fund

Maxwell Sackheim Award
The John Caples International Awards
January 1988
Best in Show at 1988 Caples Awards: “For a distinctive achievement in direct marketing”

Echo Award
Direct Marketing Association
June 2005
For Client: Rodale, Inc. (Best Life Magazine)

Copywriter of the Year (2012)
American Writers & Artists Institute
October 2012

You can see many of his award winning packages on

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