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Copywriting Samples:
Direct Mail

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

Direct mail is a powerful communications tool when the proper business-to-business mailing list can be identified and rented.

With the right target audience, direct mail can showcase a compelling offer that gets the prospect to: go to a landing page, download a white paper, watch a video, use an online product selector, or visit their local distributor.

Business-to-business mail comes in all shapes and sizes. For small lists with high-value prospects, box mailers offer the ultimate in user interaction. For larger lists, the classic "tent mailer" (a 8.5" x 11" sheet folded once) is very economical, providing 3.5 panels for your technical-industrial offer.



Client: Hornell Speedglas Challenge: welders detested powered air-purifying respirators (PAPRs) as heavy, bulky and uncomfortable	Client: Adalet Challenge: a unique wiring device wasn't getting the sales it deserved in key industrial markets	Client: AD Products Challenge: mailer to launch an online business targeting groups of electrical enclosure specifiers

Client: Hornell Speedglas Challenge: needed a simple 3.5" x 5.5" postcard to generate thousands of inquiries based on a strong product claim	Client: Sherwin-Wiliams (Industrial Division) Challenge: mailer offered incentives to both distributors and their customers	Client: Expo Safety Systems Inc. Challenge: a basic black and white postcard to deliver hundreds of inquiries in the esoteric industry of explosion-proof devices