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GO RIGHT – GO BIG ● Blog Post #5

Updated: Jul 10, 2023

Viguerie’s BLOG: TAGLINE (continued)

Post #5

April 18, 2023


Think about it. A candidate’s name tells you nothing about their position on the issues, their values, opinions, beliefs, or goals. Also, the names of most nonprofits don’t say who they are, what they do, how they’re different, etc.

I think most all people, even liberals, agree that the most successful political tagline in decades is Donald Trump’s “Make America Great Again”—MAGA. It set him apart from the other 16 GOP presidential candidates. It spoke to tens of millions of disillusioned, disappointed, upset, angry, forgotten Americans.

A powerful tagline reduced down to just four capital letters helped put Trump into the White House.


There are over a dozen good national pro-life organizations. But as active and involved as I am in the conservative movement, I have a difficult time understanding the difference between most of them.

An exception is “Students for Life.” Their name alone separates them from all other pro-life groups. Also, the Four Horsemen of Marketing® (Position, Differentiation, Benefit, and Brand) is contained in their name. From their name, people can instantly recognize what they do and appreciate the benefit and importance of a young person speaking to another young person about life.

If people set your mailing aside to read later because they didn’t immediately understand your request, there’s an old saying you should remember: “A donation/sale delayed is usually a donation/sale lost.”

Your tagline should make it crystal clear what your organization does, how you’re unique/different, and why it’s important for people/readers/donors, etc., to help you—because no one else does what you do.

This free post is brought to you by American Target Advertising™ (ATA) and American Mailing Lists Corporation™—“Conservative Donors R Us.” ATA was the world’s first conservative direct marketing agency and still is the largest with over 80 team members (increasing to 135 by 2024) that will mail over 300,000,000 postal letters in the 2023-2024 election cycle for 40+ clients who will receive over 7,000,000 donations from over 2,500,000 unique donors.

​Much of the information in is from Richard A. Viguerie’s new book, GO BIG – The Marketing “Secrets” of Richard A. Viguerie. Copies for yourself or as a gift can be ordered at or, or at your favorite online bookstore.

If you wish to buy copies to be given free to high school or college students to encourage them to seek a career in conservative politics/marketing, go to

To subscribe FREE to GO RIGHT - GO BIG blog, click here.

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