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Copywriting Samples:
Case Histories

Business-to-business copywriting
by William C. Blake

Case histories (aka case studies), with their problem/solution format, will always be popular in technical-industrial advertising. It is human nature to want to learn how others have solved problems similar to our own.

As professional problem-solvers, engineers are particularly drawn to this format, which is underutilized by most business-to-business advertisers.

     
Speedglas helmet case history Namco Sensornet case history Speedglas Fresh-air case history
Client: Hornell Speedglas
Challenge: how to convince welding supervisors to change from traditional helmets costing $30 to new ones costing $300
 Client: Namco Controls
Challenge: a sensor technology that was ahead of its time needed ways to become "real" to automation engineers		 Client: Hornell Speedglas
Challenge: how a one-person shop easily justified a $1000 welder protection system