Copywriter Randy Rensch: Hi-Tech, Lo-Tech, No-Tech

Although I help sell a lot of technical products, and clients ask me to write detailed product profiles from time to time, I'm not a "technical writer."

(Lav full of luggage) Head: Can you judge a jet by its john?

Don't be embarrassed to talk human-to-human. This ad suggestion was based on my copy for a direct mail assignment. The mailers brought inquiries from 40% of the CEOs they were sent to.

But I'm not your everyday copy generalist, either, because I've used common-sense language to sell a wide range of technical products and services.

My perspective is useful in almost any marketing category, from chocolate chips to computer chips. Even if your services and products are highly technical and completely unique, your problems may still be common.

I've seen them. Problems with dealers, distributors, skeptical customers, purchasing agents, investors, consultants, installers, untrained salespeople, inventory, franchisees, and end-users. They're often the same problems that pancake restaurants, clothing makers and carpet fiber brands have faced for years.

So if you're selling fast food, I can give you fast copy. Or if you're selling industrial freezing equipment, I get the job down cold.

Hi-Tech, Lo-Tech, and great new-fashioned No-Tech