Years of experience:
36 with 29 of those focused on the discipline of direct response.
With any project, what's your goal?
Easy—to move the needle. Whether that means increased sales, higher brand awareness or more leads in the pipeline. It’s not just about doing clever for clever’s sake. My goal is to motivate and persuade the customer, nothing less.
What do you love most about what you do?
I love delving into the motivations and psychology of the target customer, identifying what they are feeling and what message is going to resonate the strongest with them. It’s a real feeling of power when you hit the right button and the phones start ringing off the hook or a significant shift in a brand’s image occurs.
What’s been your favorite project?
Over the years I’ve been involved in countless creative and targeted campaigns and projects. But one of the most fun things I’ve ever been a part of was an annual sales event for a banking client. The theme was “Back to the Future.” I wrote and produced custom videos, rented a DeLorean, hired actors, brought in fog machines and spotlights, it was like a big Broadway production. I got to be the live show director, wearing a headset and calling the action from a script I wrote. It was terrifying and exhilarating all at the same time!