University attended: KU. I'm a huge Jayhawks fan. I don't think that's why I was hired, but I'm sure it didn't hurt.

Favorite meal: Beef. It's what's for dinner. It's also what's in our pastures.

Hobbies: Anything equine.

What did you want to be as a kid? Not what, who - Roy Rogers. He had a beautiful horse, a cool dog and he really was the good guy.

What do you love about direct mail? Puh-leez, it's not just 'mail,' it's direct 'response.' I like it because, at heart, I'm cheap - er, value conscious. I hate wasting money - mine or a client's. And with direct response, I can measure if what I'm doing is working, fine-tune it if needed, and get better results for the budget.

Describe the best direct response idea that you'd like to sell to a client. I did sell it. It was fortune cookies with customized fortunes inside.

What's your tried and true method for coming up with ideas and solutions for clients? I stare at my computer and fret. I go to Alan's office and whine. Look at back issues of One Show and CA. Whine to Alan some more. Go home and question my career choice. Come in the next day and start writing. After about ten pages of garbage, the good stuff usually starts flowing. If it doesn't, I repeat the above procedure until it does.

What got you into advertising? Umm...I had a degree in advertising and I thought I should use it.

What was your finest moment? Winning the Kuhn & Wittenborn March Madness Pool. Twice!

Is there a great client story you'd like to share? A client who'd recently moved here from the east coast wanted to see a 'real' farm. So he and his family came out for a visit. It was fine until they rode the horses. The whole lot of 'em were allergic - swollen, itchy eyes, runny nose, the works. What a mess. Luckily, we had enough Benedryl to go around.

What's your favorite sports team? 
Jayhawk basketball.

What's your biggest frustration?
Jayhawk basketball.

Tell us about your pets. Two dogs, seven horses, six goats that have lived a lot longer than I would have wished. I'm probably forgetting a few. Are cows pets?

What celebrity do you most resemble? When I was little, Hayley Mills. Then it was Jodie Foster. By now it's probably the
California Raisins.

What do you do for a good time when you're not working? I ride my horse. Being on horseback lifts my spirits and clears the mind in a way nothing else does. It's good for the body, too, provided I don't fall off.

Sum up your marketing philosophy. With direct response marketing you have the added challenge of actually getting someone to do something right now. The creative execution has to include a reason to act. (I've always wanted to do a response card that says 'YES! You've persuaded me to get off my butt!') So you can't be quite as subtle as brand or general advertising. I subscribe to the philosophy of
John Caples:

• Long headlines that say something are more effective than short headlines that say nothing.

• What you say is more important than how you say it.

• Write simply.

• Specific statements are more believable than generalities.

• Illustrations that show the product in use or the reward of using the product or service are usually the most effective.

• Include testimonials in your ads.

• Straightforward ads usually out pull cute ads.

• Avoid humor. You can entertain a million people and not sell one of them.

• To drive home a point, say it three times. Example: "It's free," "It costs you nothing," "Send no money."

• Tell your reader what you want him to do.

• Be honest.