Copywriting Samples of Technical Industrial Catalogs | Business-to-Business Catalog Copyediting

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Copywriting Samples:
Industrial Catalogs

Business-to-business copywriting and copyediting by William C. Blake

If ads are the wind sprints of the copywriting world, then catalogs are the marathons. Continuity and obsession for details are critical, particularly for technical-industrial catalogs.

While the Internet has reduced the total number of business-to-business catalogs in circulation, printed catalogs remain key components in the industrial sales cycle. In some industrial settings (e.g. the factory floor), a well-planned, printed catalog can be faster and easier to use than its web counterpart.



Client: Marinco Challenge: take marine-grade electrical devices and reposition them for the industrial OEM market	Client: Hornell Speedglas Challenge: pull together a dozen different literature pieces into one, pocket-sized catalog, for a big reduction in printing costs and improved cross-sell	Client: Sherwin-Williams (Industrial Division) Challenge: reach the food processing industry with a catalog of MRO products specifically for their needs

Client: AD Products Challenge: a mail order start-up division within an existed company needed a comprehensive catalog from scratch	Client: Guest Industrial Challenge: a complete re-organization of an existing catalog to match how OEM designers think about battery chargers	Client: Adalet Challenge: extensive revisions and updates to 388-page technical catalog of explosion-proof enclosures