Copywriting Samples:
Product Publicity — Feature Articles
Creative concepts and business-to-business copywriting by William C. Blake
B2B features articles can be very powerful for two reasons. One, they carry the implied editorial endorsement of the publication. And two, many engineers don't like to admit that they are influenced by advertising; but being influenced by articles "is OK."
The better the publication, the more difficult it is to get placement . . . but the influential rewards are always bigger.
Be sure to supplement a steady stream of feature articles with their briefer editorial cousins: news releases.
The following business-to-business feature articles were ghostwritten by me, with the byline going to product managers.
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Client: SSAB-Docol
Challenge: reaching dozens of key design engineers at auto OEMs via thought leadership on: 1) Mobility as a Service, 2) Time to Market, and 3) Future Car Materialss
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Client: Hornell Speedglas
Challenge: an continuous program of product news releases, along with regular contact with trade magazine editors, resulting in a dominant (and totally free) placement in a special safety insert sent to 180,000 industrial magazine readers |
Client:Hornell Speedglas
Challenge: early-on, auto-darkening welding lens technology was misunderstood and distrusted; articles such as this one (targeting safety professionals) addressed misperceptions held by key influencers and specifiers |
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Client:Hornell Speedglas
Challenge: welding distributors didn't understand the product's technology either; articles were part of an overall educational program for the distribution channel |
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