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Copywriting Samples:
Industrial, Business-to-Business Ads

Creative concepts and business-to-business copywriting by William C. Blake

It's a given that all advertising has to cut through surrounding "clutter." Technical-industrial ads have the added burden of quickly conveying a technical USP (unique selling proposition).

     
Sherwin-Williams 2000 Solutions ad Speedglas Awkward Made Easy ad Martin Senour Industrial Designer ad
Client: Sherwin-Williams (Industrial Division)
Challenge: create a "single-source" ad for six brands with 2000 products

Client: Hornell Speedglas
Challenge: demonstrate how new technology allows welders to do difficult welds more easily
Client: Martin Senour
Challenge: do one "full-line" ad to two very different audiences: industrial maintenance and commercial facilities
Thermagon phase change material Speedglas TIG welding ad Adalet stainless or fiberglass ad
Client: Thermagon
Challenge: how to visualize a cooling phase-change material rarely seen in electronics packaging
Client: Hornell Speedglas
Challenge: extreme, yet real, demonstration of auto-darkening welding lens capabilities
Client: Adalet
Challenge: promote two simultaneous solutions to electrical engineers
Speedglas SideWindows ad Krylon paint ad Speedglas breathable welding helmet ad
Client: Hornell Speedglas
Challenge: welders were used to sticking their heads into the dark . . . until now
Client: Krylon Industrial
Challenge: talk to maintenance paint users in terms that directly relate to their daily jobs
Client: Hornell Inc.
Challenge: how to explain another technological first:
a CO2-reducing welding helmet
Guest battery charger ad Krylon Rust-Tough vs. Rust-Oleum ad Martin Senour industrial paints ad
Client: Guest Industrial
Challenge: demonstrate battery chargers' ability to withstand harsh industrial environments
Client: Krylon Industrial
Challenge: expand product features into tangible end-user advantages
Client: Martin Senour
Challenge: create a full-line ad for 1200 paints
Sprayon RTV sealants ad Speedglas welding hardhat ad Sherwin-Williams Cello industrial cleaners ad
Client: Sprayon
Challenge: how to make an extremely versatile product tangible to end-users by capturing its most meaningful application; this ad won a highest readership award
Client: Hornell Inc.
Challenge: focus on how the product will address an end-user pain point (in this case, a literal pain in the neck)
Client: Sherwin-Williams (Industrial Division)
Challenge: promote full line of 166 janitorial products in a clutter-busting way