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links in this pop-up will take you to my main site, Rensch.com.
In the 25 years it's been online – updated, of course – I've included
a lot of other thoughts and ideas you might use. Please browse around, then call me
at +1 718-577-0005. There's always more where they came from.
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Sometimes the competition isn't a competitor. This grew out of a pitch by one of my clients. I contributed the concept
but the client changed the headline wording and I never saw what was presented.
Some things are beyond the freelance copywriter's control. I later developed it to my own specifications, shown here.
This collection agency, which focused on serving medical providers and facilities,
made a point of being nice, and carefully following their client's wishes. After all, patients shouldn't shy away from their
doctor just because the bill is due.
Writing in a conversational tone, I devised the line "a comfortable debt-side manner" to convey that this was
one bill collector who is non-threatening. Competitors later said that this marketer had the best collateral in the category.
Radio is how I got started -- as a copywriter and producer of radio commercials.
Lately I've focused again in this field, freshening my work as a voice actor, and writing authority-building
articles on related topics. That covers a wide range of subjects. For example, telephone messaging, hearing physiology,
cognition, acting technique, audio recording technology, running a small business, home offices, solitude, and much more.
Once upon a time, IHOP was worried about losing its weekday breakfast niche to McDonalds.
This multi-media campaign increased sales 100%, with ongoing results after the campaign had ended. Okay, so
it's not the most creative headline. It's creative because it worked.
Some time ago, I pulled together a bunch of speculative and unproduced ads for someone.
That turned into a sort of tutorial section (at Rensch.com) about conceptual development. Here is how ads are born, and grow.
All types of Marketing Communications, all sorts of clients
From brochures, concepts and websites to street names and hangtags.
I've worked on staff, and I've freelanced, both for many years for agencies and advertisers large and small.
I'm a team player, but also a self-starter. I don't care who gets credit. I do care about getting results.
Let's look at the big picture, to make more of your budget
and improve the aim on your target. Find ways to do more, better, for less.
For a look at a lot more of my ideas, experience and capabilities, including a wide array of
other conceptual (and non-conceptual) samples in all media, click below for my main site.
As a Senior Copywriter on-staff and freelance, I've written for and advised some of the biggest agencies,
creative boutiques, large and midsize companies, and plenty of
entrepreneurs. My work has won an Effie Award for its marketing results.
These days I tend to specialize in B2B, financial services used by consumers and businesses,
consumer and business technology, and retail. I enjoy helping with strategy, as
well as extending campaigns to a variety of digital and traditional media,
from concept to hangtags, social to white papers.
I've also gotten back to my roots as a radio copywriter/producer,
recently writing hundreds of articles on topics related to voice-over. And I'm
available for voice acting or narration.
There's more than one way to do just about anything.
But fewer best ways.
Marketing is a collaborative business,
but all these headlines are mine. In many cases, I'm as far as they got.
But that's part of the business, too. So I take the attitude,
"There's always more where these came from."
"You write with wit, intelligence, style, power and flair. Regardless of
the time constraints we have to deal with, I have never been disappointed. You always come through with copywriting
that is powerful,
insightful, and strategically correct."
The Faulkner Group / The Transformation Agency
"Randy is amazing! Our four departments totally rely on him at this point. He gets the big picture objectives and fills in all the small details.
And the best part is that he consistently catches things about our industry that even we miss. As a result, he greatly enhances everything our company
puts out in literature form. As our company continues to grow, each new employee is amazed at what he does. As the CEO, I
personally vouch for Randy, and strongly encourage anyone needing a writer to work with him."
David Goldberg, Founder and Chief Edge Officer
Edge Studio LLC, (voiceover recording and training, EdgeStudio.com)
"Awesome work, oh great wordsmith! It's fun brainstorming with you, and you've provided some
great insights. When you write site copy it's in good hands... thanks a million!"
Ken Evoy, President & CEO
SiteSell, Inc. / Solo Build It!
"Congratulations to you, Randy! I must say I really appreciate your way of understanding things and suggesting
the best possible solution. The feedback was very good and they have changed very, very little. This is a great sign.
Your comments and suggestions are most welcome - thank you very much!"