About Tim Solinger

Beginnings: I got started in this business as a marketing and PR writer with the University of Iowa Foundation. It was a great place to learn, and I was very lucky in that I got a chance to do just about everything—ads, direct mail, collateral, PR. What was also great about it was the emphasis placed on the fundamentals of good writing. Whether you're writing to market a widget or to raise donations, certain fundamentals apply regardless. The Foundation was just a wonderful place to develop, and the lessons I learned there I still draw from today.

Transitions: After leaving higher education fundraising to break into marketing communications, one of the areas that I developed a strong background in was direct response marketing. I did this mainly as a senior copywriter for J. J. Keller & Associates (safety and regulatory compliance publishing) and Renaissance Learning (K-12 software and professional development).

At Keller and Renaissance, I learned about the power of direct marketing in growing a business and the key steps involved in doing it well—selecting good lists, devising compelling offers and creating high-impact mailings. I also learned about the importance of quality testing in isolating the factors that can make a difference in response rates.

Hanging a shingle: Following 20+ years in marketing communications, publishing and higher education fundraising, I launched my own firm in October 2005. What I enjoy the most about what I do as a marketing consultant and copywriter is working closely with clients in zeroing in on the right mix of strategy and creative to help them succeed. One thing I've learned is that nothing works the same way a second time. Each project is its own universe with its own unique elements—this is the joy of the business and also the challenge. I also enjoy assisting clients in other areas as well, such as providing critiques of marketing materials and conducting training on various functions of marketing communications.

While I help clients with a variety of needs, my services are generally focused on the following areas: publicity, direct response marketing, marketing communication and collateral, web site content development, and marketing consulting.

Portfolio: Over the years I've successfully completed a wide range of projects that include ads, direct mail, e-mail, brochures, case studies, white papers, newsletters, press releases, articles, catalogs, TV and radio spots, web content, landing pages and multimedia presentations.

I've also had articles published in business and trade publications that include Quirk's Marketing Research Review, PM Network, Corporate Report Wisconsin, Central Wisconsin Business, Business Matters, Workers' Comp Cost Control Report and Industrial Hygiene News.

What's new: In addition to writing and distributing press releases to media outlets such as newspapers, magazines, and TV and radio stations, I now also write and arrange for the distribution of search engine optimized press releases to Internet media that include major search engines and news sites. For more information, see PR To Go.

My philosophy in a nutshell: I start any project by trying to ask the right questions. Experience has shown me that when the right questions get asked—about the project objective, the nature of the market, key features and benefits, competitive factors, etc.—things go a whole lot more smoothly. After that, my goal with any project is simple: to do great work that delivers real value for clients.