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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.

     
cover story product publicity industrial product copywriting feature article safety industry copywriting feature article welding industry copywriting
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
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