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Copywriting
Samples by
Collateral Type

Ads
Booklets — Long-Format
Brochures — Capabilities
Brochures — Product
Case Histories
Catalogs
Concepts & Art Direction
Direct Mail
Distributor and Rep
Merchandising
Newsletters
PR — Feature Articles
PR — News Releases
Sell Sheets
User Manuals
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Copywriting
Samples by
B2B Industries

Consumer Medical Devices
Control & Measurement
Electrical Fittings, Devices & Apparatus
Electronic Components
& Chemicals

HVAC
Industrial Coatings
Maintenance, Repair
& Overhaul (MRO)

OEM Design Engineering
Personal Protective Equipment (PPE)

Pollution Control
Power Generation
Transport Containers
Welding

 

 

Copywriting Samples:
Booklets (aka long-format copy)

Business-to-business copywriting
by William C. Blake

Long copy for industrial products can come in several forms: B2B primers, white papers, "how-to" guides, and so on. Long copy can be a particularly powerful way to build trust with a business-to-business or technical prospect, as long as the text is useful and not overtly biased.

Long copy establishes the client as an authority on the topic, while giving contextual comfort to technical-industrial decision-makers. It's also probably the best way to build website traffic and begin the sales conversion process.

     
Interplak Dental Spokesperson booklet   Crystaloid LCD Primer
Client: Interplak/Bausch & Lomb
Challenge: how to convert first-time publicists (i.e. regular dentists) into Dental Spokespeople comfortable with media interviews

  Client: Crystaloid
Challenge: high-end LCD manufacturer needed to diversify its customer base and reach more OEM designers