[Direct Response Series] Building Political Movements That Last With Richard Viguerie

Richard Viguerie is the Founder and Chairman of American Target Advertising, a conservative direct marketing and fundraising agency established in 1965. Often dubbed the “funding father” of the conservative movement, he revolutionized political fundraising by leveraging direct mail to mobilize grassroots donors and support ideologically driven causes. His innovative strategies played a pivotal role in the rise of the modern conservative movement, contributing significantly to the election of Ronald Reagan in 1980. Richard also serves as the chairman of Conservative HQ and authored Takeover, continuing to influence conservative strategy and thought leadership.

Here’s a glimpse of what you’ll learn:

• [1:08] Richard Viguerie on his work ethic and passion for the conservative movement
• [2:23] The “never give up” mindset inspired by Winston Churchill’s speech
• [4:50] How Richard’s faith prevents despair and fuels perseverance
• [6:06] Ronald Reagan’s 1980 victory and the rise of the New Right
• [8:01] Why criticism never sways Richard’s actions in politics

In this episode…

Decades of shifting political tides and intense public debate can challenge even the most committed leaders. Yet some individuals remain energized, working tirelessly year after year to influence national conversations and shape history. What fuels a person’s drive to stay passionate and purposeful for more than 50 years?

According to veteran political strategist Richard Viguerie, the key is unwavering faith and a commitment to never give up. A pioneer in direct response marketing and conservative politics, he credits his enduring energy to identifying his “unique ability” and focusing on it every day. Inspired by Winston Churchill’s famous call to “never give up,” he believes despair is a step away from faith and that success is measured by effort, not outcomes. These principles carried him through political challenges, including harsh criticism, and fueled the proud moment of witnessing Ronald Reagan’s 1980 election victory.

In this episode of the Inspired Insider Podcast, Dr. Jeremy Weisz sits down with Richard Viguerie, Founder and Chairman of American Target Advertising, to discuss his tireless work ethic and passion for the conservative movement, the “never give up” mindset inspired by Winston Churchill, and why criticism never sways his political actions.

Resources mentioned in this episode:

• Richard Viguerie LinkedIn | Email
• American Target Advertising
• Conservative HQ
• Takeover: The 100-Year War for the Soul of the GOP and How Conservatives Can Finally Win It by Richard Viguerie

Quotable moments:

• “I’ve been very blessed to identify my unique ability, and I’m very focused on my unique ability.”
• “If I know that I’m right and I’m really clear in my thinking, I won’t give up.”
• “I read that Bible from beginning to end, and I can’t find the word retire in there.”
• “I’m not called to succeed, but I am called to try.”
• “I will not let my opponents, my enemies, dictate my actions.”

Action Steps:

1. Embrace persistence and resilience: Push forward through setbacks to build stamina, confidence, and leadership effectiveness.
2. Focus on your unique ability: Concentrate on what you do best to maximize impact, enjoyment, and avoid burnout.
3. Ground yourself in core values and faith: Rely on a strong foundation to maintain clarity and motivation during uncertainty.
4. Use criticism constructively but don’t let it dictate your actions: Learn from feedback while staying true to your mission and avoiding indecision.
5. Proactively innovate and adapt your strategies: Seek new tools and approaches to stay ahead and achieve breakthrough success.

Episode Transcript

Dr. Jeremy Weisz: 00:13

And so today we have Richard Viguerie, who’s one of the legends of direct response marketing. Richard has transformed American politics in the 1960s and 70s by pioneering the use of direct mail fundraising. He has been dubbed the founding father of the conservative movement, and he has motivated millions of Americans to participate in politics. He founded American Target Advertising in 1965 that helps multiply donor bases, and they’ve raised over 7 billion for their clients with time tested direct response marketing. He’s also the current chairman and founder of Conservative HQ.

Richard Viguerie, thanks for joining me.

Richard Viguerie: 00:53

I’m sorry to tell you, Mr. Viguerie passed away about eight years ago. So, please, Jeremy, let me just say, add to that introduction, I appreciate that very much. I’m 81 years old. Just turned 81 a few weeks ago.

Dr. Jeremy Weisz: 01:08

Look young.

Richard Viguerie: 01:08

I literally go 12 to 14 hours, five and a half days a week. And you know, a few people can do that, but I don’t know anyone that does that plus enjoys every minute of what they do. And I’ve been very blessed to identify my unique ability. And I’m very focused on my unique ability.

And I enjoy 12, 14 hours a day. And don’t know the name of anybody that can keep up with me. And by the way, I jokingly refer to myself, Jeremy, as 003, which means I’ve been active at the national level, the conservative movement, longer than every living conservative except two others. 002 is doctor Lee Edwards of the Heritage Foundation, a senior fellow there. And if you want, we can hold 001 identity until the end and let people try to figure out who is double 0, one who’s been active in the conservative movement longer than every living conservative.

Dr. Jeremy Weisz: 02:04

All right. I’m going to make a note of that. You know, talking about you’re a pioneer in the industry, I want to hear two things. One, what’s been a low point in your life and how you fought through it, and then a proud moment. Start with what’s been a low point in your life and how you got through that specific tough time?

Richard Viguerie: 02:23

Well, without you know, a lot of usually it seemed like low points or very personal. So I won’t go into this, but I will say that Winston Churchill, about the last speech he ever gave was before a large audience, 50,000 people in the United Kingdom there, and they knew he was elderly, wasn’t going to probably live much longer. And people came. Small little town, 50,000 people showed up to hear this speech, and it’s well known. He started in a very soft voice saying, never give up, never give up.

And he began to repeat himself, just saying, never give up. But each time he said it, he raised his voice. And at the end of his speech, five, six, seven minutes he’s screaming. Never give up, never give up, never give up. And that’s been kind of a hallmark of my life.

Whether it’s personal problems, business problems. You know, if I know that I’m right and I’m really clear in my thinking, you know, I won’t give up. And my faith is very, very important to me. And so if I’m clear with my God and and I’m doing the right thing, you know, never, never give up and keep faith that it will work out. And some people in the office have a saying that, you know, the well-known saying God looks after little children and drunks.

Well, people in my company have modified it. God looks after little children, drunks and Richard. And it really has worked. And walk your faith and never, never, never give up.

Dr. Jeremy Weisz: 04:03

Yeah, I remember hearing that story. It is a powerful story. I think it was in Missouri that speech was.

Richard Viguerie: 04:09

No. A friend of ours who I won’t mention his name said that where you and I were recently. But he was wrong. In Missouri, he gave his famous Iron Curtain speech.

Dr. Jeremy Weisz: 04:23

Okay.

Richard Viguerie: 04:24

‘46. Truman was president, and Truman took him to Fulton College in Missouri and made his famous, you know, Iron Curtain is falling across Europe there. But that speech came in the early 50s.

Dr. Jeremy Weisz: 04:40

I see. So, Richard, what was the time that you felt like giving up and that entered your brain to never give up?

Richard Viguerie: 04:50

You know, Jeremy, I’m not sure that I ever have had, you know, the feeling of never giving up. I just, I’m a person of great faith, and I just. Yes, it’s tough out there. It really gets tough. And but I just would never ever, you know, give in to, you know, a feeling of despair.

And, you know, I feel that, you know, having despair and despondency and feeling giving up is walking away from your faith. I just don’t have that option. And that’s one of the reasons why I’m so active right now as I read that Bible from beginning to end and I can’t find the word retire in there. I’m called to, I’m not called to succeed, but I am called to try. And so as long as I’m focused on, you know, putting forth the right effort, the results are not up to me, they’re up to God. I’m called to be faithful and to put forth my best effort. And I enjoy doing that every day, every minute of every day.

Dr. Jeremy Weisz: 06:00

So what about proud moment? What’s been one of the proudest moments you’ve had in your career?

Richard Viguerie: 06:06

Well, you know, I think election night, November 1980, when Reagan was elected, we had for 24 years every two years we’ve had a big election party at our offices starting in 1966. And we had a big election night party at our office. We had a great address in those days in Tysons Corner, Virginia, 7777, Route 7, and we had national media everywhere. Most of the network cameras were there, national radio.

And I watched friends of mine who had never had a drink in their life, I don’t think, have a glass of wine that night. It was just a very heady thing. And, you know, I was one of the founders of something called the New Right. And we started around in the mid 1970s. And when we started, we were criticized and attacked, quite frankly, by conservatives, not just Republicans, Conservatives. But we knew we were doing the right thing.

We knew that we couldn’t continue to operate politically as we had in the past, and we began to do things like direct mail and, and be proactive. And, we literally said, we, those of us meeting at my home for 9 or 10 years, we are the alternative to the Democrats, not the Republicans. And we said it long enough. Often enough, the political community bought into it, and all of that criticism went away of course, when Reagan was elected. And the fruits of our effort could be observed by everybody.

And so if you’re doing the right thing, you know, ignore the criticisms. One of the things that I’ve learned over the years, I will not let my opponents, my enemies, dictate my actions. Okay? I’ve never been one that is afraid to be criticized because.

Dr. Jeremy Weisz: 08: 07:57

I feel like if you’re in politics, it’s like it comes with the territory.

Richard Viguerie: 08:01

Oh yeah. It does come with the territory. You’d be surprised how many people can’t handle that. They don’t want to be criticized in the newspaper and on television. But I’m and I’ve got I’m well grounded. I know what I’m doing and I know I’m doing the right thing and I’m not going to let my opponents, my political enemies, dictate my actions. And that’s hugely important.

Jeremy, I am going to have to rush.

Dr. Jeremy Weisz: 08:25

Yeah. I just want you to finish with just telling people where they can find out more about you and what site should we point them towards?

Richard Viguerie: 08:33

Yeah, I have a blog website called ConservativeHQ.com and it’s unique. It’s the only website out there that’s focused on relaunching, building the conservative movement. So if you’re interested in the conservative movement, conservative politics go to ConservativeHQ.com. And this is my book by the way.

Dr. Jeremy Weisz: 08:52

Hold it up a little bit. Yeah.

Richard Viguerie: 08:54

There you go. Take Over. And it’s available on Amazon. And it’s also a hole in the marketplace. It’s the only book ever printed, written that deals with the Civil War exclusively in the Republican Party.

So you want to know the history of this, where we are now and where we’re going to go, and how conservatives can take over the Republican Party, govern America in a few years. You’re going to find it in Take Over here. Our company with 80 employees is American Target advertising. And you can reach me at my initials at excuse me rav ata, my company’s initials, at Aol.com. [email protected].

Dr. Jeremy Weisz: 09:42

Richard. Thank you. I want to be the first one. I want you to keep living longer. So go to your doctor’s appointment. I really appreciate it.

Richard Viguerie: 09:49

This has been a great experience.

Dr. Jeremy Weisz: 09:50

Fantastic. Thank you.

Richard Viguerie: 09:52

Thank you.