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Rensch Marketing Communications Concepts and Copywriting (212) 223-2679 randy@rensch.com |
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Frequently Asked QuestionsWhat's on this page (click or scroll down): What kind of products do you write for?I've helped sell everything from chocolate chips to computer chips. First, as a staff copywriter for a radio station, I wrote for almost every kind of retailer, which gave me a broad foundation. Then some banking, packaged goods, and cars along with industrial. These days, much of the work is in business-to-business. But I like to keep a hand in consumer, too. It cross-pollinates ideas.Do you have special experience in certain fields?My background includes at least a little of every broad consumer and business-to-business category. Fields where I have heavier experience include:
How did you go from retail to technical products?It was a logical process, really. Retail led to consumer and wholesale banking. That led to other business-to-business, which led to an agency where I also wrote on technical products. In a way, bankers and engineers have similar viewpoints: each has to deliver product benefits while working within strict limitations -- the banker is limited by government, while the engineer is limited by Mother Nature. Understanding how each has solved problems and produced user benefits takes the same set of listening skills.Do you work for advertisers, or their agencies?Either, or both. Who knows the product better than the advertiser? And I actually enjoy Writing box copy (well, I find challenge in it), sell sheets, and whatever your agency doesn't do. If you're a company without a full production department, I can arrange to fill out your capabilities with whatever you need, when you need it. Phone (212) 223-2679 or e-mail me now for more information.Most of the copy here is pretty long. Do you write short copy, too?Yup.
What piece of copy was the most fun to write?One of many? Writing famous baseball players' trading cards was a special moment, because it probably sparked brain synapses I hadn't used since I was 12. The job was to introduce a new line of activewear. For the sales presentation kit, we made a custom pack of cards (with gum, of course) and an autographed ball, and I wrote a comprehensive book on marketing strategy, merchandising recommendations, local promotion ideas, publicity suggestions, co-op ad samples, product photos, the works. The client quickly sold a well-known national retailer. The kit also served as a combination flip-chart/leave-behind that talked to regional and local retailers. Everything fell right into place.Do you serve clients in other parts of the country?Yes, in person and electronically. In fact, I have several clients I'd like very much to meet face-to-face but never have.Can you use our software?I work on- or off-premises, using PC or Mac, and have used a variety of word processing products. If you're a studio and all you have is QuarkXpress, I can edit on that, too. (For details on available file exchange methods and formats, see my Client Support page.)Do you do proofreading?Details are part of the job. I'm not a "full-time proofreader," and for maximum peace of mind you should use one. But, especially with my financial and technical copy background, I know how to nit-pick spelling, punctuation, and layout and can mark copy intelligibly. And, schedule permitting, I'll double-check your galley at no extra charge. This gives me a chance to comment on any last-minute copy tweaks that were made after my final draft. Nothing's more disappointing than to work months on a project, only to get samples where somebody missed a typo or inserted a run-on sentence. Of course, to take advantage of this service, you should send me the galley while there's still time to make minor adjustments, and so I'll have reasonable time myself. OhWho did your Web site?Concept, planning, writing, coding and art direction by me. (The first three are what I offer professionally.) Please don't take this as my idea of contemporary Web capabilities. No one site style or technology is right for all audiences, of course, and this site in particular is meant only to serve a relatively small audience of prospects who may have limited browsing facilities. For one thing, the long pages also make it easier for visitors to print or save. But the biggest design factor here is that building the site always comes after my work for clients. Maybe someday I'll complete a new version with interactive games, a password portfolio, standardized palettes, browser sensing, and so forth. But meanwhile I want to talk to your marketing and operational needs, not mine. As when writing copy, I'm very open to suggestions or comments (even criticism), and will try to make this location as useful and interesting as possible. (Incidentally, Web Week has had some valuable advice about writers and Web sites.)
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e-mail: randy@rensch.com Website copyright (c)©1996, 1997 Randall Rensch All Rights Reserved Common Sense, Uncommonly Presented is a service mark of Randall Rensch. |
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