About Advertising

Effective (and cost-effective) creative technique doesn't have to be a mystery.

The real mystery is why it's relatively rare.

THE BLOG OF AN EXPERIENCED COPYWRITER ...

Rensch in the Works

I've written my clients' articles and blog content for many years, but only recently launched a blog of my own. What should I write in it? What would you like to know — about marketing, agencies, copywriting, communication, or life?

THOUGHTS ABOUT WRITING EFFECTIVE MARKETING COPY ...

Common Sense, Uncommonly Presented^SM

To create and evaluate effective advertising, here's a mindset for putting yourself into your prospect's shoes.

Headline of the Week

What would your answer be? (To yourself, please. I've already got too many headlines rumbling around here.)

Brochure Checklist

How well does your brochure communicate? Check the Checklist and see.

FOR WEBSITE OWNERS AND DEVELOPERS ...

Interactive Copywriting

Writing for the Web requires special understanding of Internet users, the technology and online social patterns. But in an important sense, all copy for marketing communications should be "interactive." Here's why.

SEO Copywriter Checklist

Follow these guidelines, and you might even be able to do it yourself. If you have the writing skills, and some extra time.

Copywriters and Web sites

Another page from the past, one that is again becoming current. Do you really need a copywriter? Yes, and here's why: Also see: Creative Services | Web Work

ESPECIALLY FOR STUDENTS ...

Frequently Asked Questions about advertising

So you wanna be a copywriter? From the e-mailbag, these Q&As about the ad biz and freelancing.

Conceptual Development

One way the process works. To get onto the right foot, sometimes it helps to start on the wrong one. These examples of spec work can get you moving.

BOOKS AND TOOLS ...

Books and other handy stuff

So I don't have to reinvent the wheel. And so maybe someday you'll invent an even better one.

GENERAL INTEREST ...

Small Business Marketing

Just a thought. If you're not currently in business, or want to start a new one from home, selling or writing about what special knowledge you have, here's a structured way to go about it.

How To Choose a Copywriter

It takes time for a great copywriter to know you and your business. Here's how to find the right person for you and get quickly up to speed.

Real copywriters don't "copywrite."

Is "copywrite" a noun, or a verb? Is it even a word? Some thoughts on that. Just thoughts. After reading this, say whatever you want. I'll still write you great copy.

For more details, call or e-mail me now.