In "Confessions of an Advertising Man," David Ogilvy recounted
how a great copywriter understands the importance of User Experience.
In this true story, Max Hart (of Hart, Schaffner & Marx) and his advertising manager, George L. Dyer,
were arguing about long copy.
Dyer said, "I'll bet you ten dollars I can write a newspaper page of solid type and
you'd read every word of it."
Hart scoffed at the idea.
"I don't have to write a line of it to prove my point,"
Dyer replied. "I'll only tell you the headline:
THIS PAGE IS ALL ABOUT MAX HART."
— Confessions of an Advertising Man, Chapter 6, "How to write potent copy"
That scenario took place almost a century ago, yet it's as current as today's UX Thinker.
Putting stories to use.
Whether we're working on a website, an ad,
a commercial, an explainer, fiction, non-fiction, whatever, let's look for the user-relevant story and
tell it simply, clearly, freshly and naturally. Create a genuine User Experience.
Capture attention. Intrigue the reader, viewer or listener.
Inspire confidence and avoid confusion. Stir a reaction. And get results.
Let's talk about it.
Ask now for a course of action. Or, to learn specifically how my understanding, imagination,
objective thinking, flexibility and experience as a
freelance UX copywriter can make your marketing communications budget do more, write me, or call me in New York City at 718•577•0005, and tell me something about your objectives, problems, progress or dreams.
Tell me about your needs
Call now. No charge for a chat: 718•577•0005
MY OWN STORY: 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. Whether Consumer or B2B, I enjoy helping with strategy, as well as extending campaigns
to a variety of media, from concept to hangtags, white papers to social. To learn more, click on your interest...
Usability/UX My background encompasses
all the qualities found in a User Experience (UX) Thinker. Put a UX-savvy writer on your development team, and make everyone happy.
B2B My
B-to-B experience is extensive, and it benefits from my consumer work, including retail, sales promotion, online and direct marketing. Remember that Business-to-Business people are businesspeople.
Radio I began my career as a radio copywriter, and
the medium is still dear to my heart. Too often, it doesn't get the careful, experienced attention it deserves. Here, it will.
Online /
Internet I've written websites and other online
communications from the beginning, for big and little companies.
It's changed, I've changed, but the most important things remain the same.
Brochures Have websites outmoded the physical brochure?
Hardly. I still write many brochures each year. The two media are not the same. But they should work together.
Financial Before
it was called "branding," my first freelance assignment was to introduce a new image campaign for Chase. Since then, I've written a wide variety of consumer
and b-to-b financial marketing, from mortgage lending, mutual funds and credit cards, to data systems, marketing services and algorithmic trading.
Technology "The language of the prospect, not a bit
more technical than that." Whatever the technology, its producer and its buyer often speak at very different levels.
And, we tend to forget that they speak yet another language over the backyard barbecue -- plain English. Part of my job as a copywriter is to bridge those gaps.
Mail and Direct Marketing I don't show a lot
of my direct marketing samples here. Many are not all that public. But you'll see some of my mailers,
sales letters, emails, microsites, online stores and other DM/DR, including a series of b-to-b mailers that brought a 40% response.
Sales Promo "Sales promotion" used to be just couponing.
Today it's much more. I see it as anything that brings the prospect to the register, order form, or handshake. And I've done a lot of that.
Retail From my first days as a copywriter, I've worked
in retail, including print, broadcast, branding, in-store promotion and dealer relations. And by the way, what is Direct Marketing but retail in another form?
Voice Acting & Narration
I began as a radio copywriter/producer, and for many recent years,
I was the copywriter and editor for Edge
Studio, a major specialist in voiceover production, recording and coaching.
Now I've returned to Voice Acting and audio production. Give a listen.
There's more than one way to do just about anything.
But fewer "best ways."
Want to make more money? Make yourself seem different. What's your position, your
Unique Selling Proposition, your benefit and personality? Why should people like you more?
It's like that joke about the mule. First you have to get their attention. But
that joke never mentions the next step, which is just as important: Show them which way to move.
Position yourself in their mind by using effective advertising concepts and headlines,
call for action, and get things moving in a big way.
All types of Marketing Communications, all sorts of clients
From brochures, concepts and websites to street names and hangtags,
here's how to find a great copywriter and content writer.
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.
Editorial content that people actually want to read.
As people's reading habits,
social values and media choices have changed, so has the nature of advertising, to include SEO and
web content with editorial value, not just overt "salesmanship."
I've changed, too, having written hundreds of articles on a wide range of subjects, including topics
such as paper processing machinery, telephone messaging, life safety, hearing physiology,
cognition, acting techniques, small-business practices, audio recording technology and much more. Freelance or not, the one thing your copywriter needs
to know is ... how to learn.
It's not my only love, but it's where I got started -- as a copywriter and producer of radio commercials.
Lately I've focused again in this field as a trained, experienced voice actor, and writing authority-building articles on related topics
(some rather loosely related) such as telephone messaging, hearing physiology, cognition, acting technique,
audio recording technology and much more.
"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."
"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."
"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!"
"Randy Rensch gets the job done,
from traditional advertising copywriting to the right UX. Give him a call."
"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!"
Select Favorites or a specialty from the drop-down list.
NOTE: This does not search my whole site nor
all my work, just the online portion of my portfolio.
Let's talk.
Contact Me
+1 718 · 577 · 0005
inquiry@rensch.com
8355 Austin St, 4F
Kew Gardens, NY 11415 (New York City)
