Those Who Can Do
– the rest give seminars

Rather than rail against the legions of puny pundits, who can give marketing advise but can’t really market; I’d like to acknowledge one who really can. He is Alan Rosenspan. Alan is a veteran copywriter and marketing strategist, who now runs his one marketing agency (www.alanrosenspan.com).

I recently stumbled upon his book, Confessions of a Control Freak. It’s 324 pages consist of bite sized cases and highly actionable examples across many markets. The title refers to control, as in comparing new programs and promotions with a prior performance benchmark. The goal is to appropriately measure outcome and beat the control.

The book’s perspective is direct mail. His cases and advice, especially in copy and offer development, translate easily into on-line media and integrated programs. No Olympian perspective here, the advice is concrete and specific. I found it definitely a good read. You can find more it at alanrosenspan.com/control_freak.html