Randall Rensch Copywriter —

Everybody likes the feel of Common Sense. That's why I try to put it into every ad, website, email, brochure and commercial. But who can really define it? Here's a subjective guide: It's whatever brings a good feeling to the reader or viewer -- A reaction like "You know, maybe I never really thought about it before, but that sounds good to me."

That's part of what goes into an advertising "concept." Stories do it, too. Nothing feels so common sensical as the point of an arresting story that involves your prospect.

Plain Talk. The language of the prospect. And not a bit more technical than that.

Isn't that how you want people to feel about your product? Wouldn't it make it easier to sell?

The hard part is to integrate this quality throughout your marketing communications . . . and to make it fresh, clear and relevant.

Broad experience helps. With my unusual mix of retail, technical, services and package goods experience, I see things from the advertiser's viewpoint, as well as the customer or end-user's – whoever the end-user may be. I offer decades of experience that touches almost all product categories, many types of clients and virtually every medium. Online, print and video. Advertising and sales promotion aimed at consumer, wholesale and industrial markets. Full-time experience at several very different agencies. Retail experience at radio and TV stations. Lots of customer and client contact.

And, of course . . . some common sense.