Alan Rosenspan is the president of Alan Rosenspan & Associates, a direct marketing creative and consulting firm. Alan and his teams have won over 100 awards for creativity and results, including 19 DMA Echo Awards. His most recent Echo was a 2004 Gold Echo for Scotts LawnService. Alan developed the Creative Strategy course for the Direct Marketing Association, and was a direct marketing instructor at Bentley College for 11 years. He has also taught classes at Babson University, and at the Ad Club. Alan has written over 100 articles for direct marketing publications around the world. Most can be found on his website at www.alanrosenspan.com. Alan is the author of Confessions of a Control Freak, published in 2002. He has contributed chapters to several direct marketing books, including The Direct Marketing Handbook and Direct Marketing 2000. He has been a regular speaker and seminar leader at conferences and symposiums across the U.S., as well as Australia, Belgium, Canada, Croatia, Finland, France, Holland, Italy, Iceland, Ireland, Japan, New Zealand, Norway, Portugal, Russia, Slovenia, Spain, South Africa, Switzerland, the UK and the Ukraine. Alan was voted the 1997 "Direct Marketer of the Year" in New England. He is also a past-president of the New England Direct Marketing Association. In February of 2006, Alan was selected for the Andi Emerson Award For Lifetime Achievement and Service to the Direct Marketing Creative Community, by the John Caples Board of Directors.
Introduction from Mike Wesner
In 2011 I attended a session at the Direct Marketing Association’s annual conference. The presenter was Alan Rosenspan, and his topic was increasing direct mail response rates. At the time, I understood the importance of the “call to action,” but Alan introduced me to the importance of the “reason to believe.” Or to put it another way, if you make a claim, you need to explain why the claim is true.
