DIRECT MAIL
WEBSITES &
COLLATERAL
ABOUT
DAVE
HOMEPAGE
Westland Helicopters
Address of Choice
Appropriate City, England
Advanced Cleaning Systems
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| Dave Conley's Portfolio | ||||||||||||||||||||||||||||||
| Contrary to popular belief, the long copy sales letter is alive and well. It remains an extraordinarily cost effective way to generate inquiries. Here's a letter I wrote for a Dow Europe subsidiary in England. | ||||||||||||||||||||||||||||||
| PRINT ADS DIRECT MAIL WEBSITES & COLLATERAL ABOUT DAVE HOMEPAGE |
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| 23 May 1995 | ||||||||||||||||||||||||||||||
| Mr John Prospect Westland Helicopters Address of Choice Appropriate City, England |
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| Dear Mr Prospect, | ||||||||||||||||||||||||||||||
| Many people offer to improve your operation. Our goal is a bit more modest. | ||||||||||||||||||||||||||||||
| We want to keep it from getting worse. | ||||||||||||||||||||||||||||||
| At year's end, phase-out of the chlorinated solvent 1,1,1-trichloroethane will deprive Westland of its most effective metal cleaning agent. Which may not seem much of a problem, at first glance. For precision metal parts and intricate assemblies like yours, however, no one has found a 'drop-in' replacement for 1,1,1-tri. | ||||||||||||||||||||||||||||||
| So next year's parts might be a little dirtier, a little slower to dry for assembly, a little more expensive to clean. And when does a little become too much? | ||||||||||||||||||||||||||||||
| ���� Martin Baker come clean. | ||||||||||||||||||||||||||||||
| Consider the case of Martin Baker, (location here). By the reckoning of its production engineers, 1,1,1-tri is routinely used in 2,000 different parts, either through vapour degreasing or cold cleaning. | ||||||||||||||||||||||||||||||
| What Martin Baker discovered was that those 2,000 parts might not be clean enough or quick enough next year. And Martin Baker, just as you do, also faced hundreds of new questions in the bargain: solvent chemistries, equipment, cleaning specifications, new costs, tough environmental issues. | ||||||||||||||||||||||||||||||
| Most metal cleaners have never had to answer these questions. Or even think of them, because 1,1,1-tri made metal cleaning so simple. But the game has changed. Particularly in aerospace, where there is no margin for error. | ||||||||||||||||||||||||||||||
| Martin Baker began talking with us in (date here). Today, in only months, they are implementing a complete metal cleaning solution with our help. A solution guaranteed to meet the company's specifications for clean parts in 1996, using an approved alternative chemistry and a process optimised to protect cost-efficiency and productivity. While complying with environmental legislation. | ||||||||||||||||||||||||||||||
| ���� What makes us such experts? | ||||||||||||||||||||||||||||||
| All the metal cleaning questions you now face, we have been facing for 40 years. Because Advanced Cleaning Systems (ACS) is a special business group of Dow Chemical--the top supplier of metal cleaning products to virtually every industry worldwide. | ||||||||||||||||||||||||||||||
| Now, what does that mean to you? Any one of five things, really. | ||||||||||||||||||||||||||||||
| First, it means expertise you don't have to develop or dedicate yourself. You have access to plant and environmental engineers ... chemists ... equipment experts ... production and logistics specialists. ACS have competency centres in the UK and six other countries, and also utilise Dow's Cleaning Technology Center in the US. | ||||||||||||||||||||||||||||||
| Second, it means accurate assessment of your current cleanliness levels and future cleanliness needs. An ACS team can visit your cleaning operation to analyse part design, soils, throughput requirements and the needs of your entire process. Soiled parts will be analysed in our labs. Then we'll gauge your current system against the standards set out by aerospace industry specs. | ||||||||||||||||||||||||||||||
| Result: an analytically quantifiable cleanliness spec that gives you a guide for your replacement process and a measurement tool for quality. | ||||||||||||||||||||||||||||||
| Third, if you want us to go further, we will provide a process recommendation that leaves nothing to question. Your cleanliness specification will be used to select the right alternative chemistry or process--ultra-tight, aqueous or semi-aqueous systems, or more basic cold cleaning products. | ||||||||||||||||||||||||||||||
| You'll receive a detailed recommendation, specifying brand name chemistry, stage temperatures, times per stage and more. Test results from our own labs will show how well your new standards are met. And once you are satisfied with the process recommendation, we can optimise cleaning station logistics to reduce capital costs. | ||||||||||||||||||||||||||||||
| Fourth, you can have ACS carry out the conversion or introduction of your new system. Our specialists will assist with system specification and implementation. That includes equipment procurement, test systems to ensure performance, negotiation of delivery, and orchestrating setup. Then we can manage installation and start-up so work interruptions are kept to a minimum. | ||||||||||||||||||||||||||||||
| Fifth, you can rely on us for ongoing support to keep your system in top form. That includes updates on new equipment and chemistry, process upgrades if you want them, or training of your people. | ||||||||||||||||||||||||||||||
| ���� Best of all, there's a guarantee. | ||||||||||||||||||||||||||||||
| Perhaps you can handle any or all of these points in-house. But then you have to handle all the cost if something goes wrong. That is the downside of doing it yourself. (One of our clients in another industry dedicated two men, 18 months and some �200,000 to in-house conversion, before calling ACS with their operation in chaos.) | ||||||||||||||||||||||||||||||
| ACS, on the other hand, offers a guarantee. A guarantee to ensure that any cleaning process developed, designed and purchased through us will perform to your specifications. So you won't have to go it alone. | ||||||||||||||||||||||||||||||
| ���� Read the enclosed article. | ||||||||||||||||||||||||||||||
| Last year, Tooling and Production magazine had this to say about life after 1,1,1-tri: | ||||||||||||||||||||||||||||||
| "Metalworkers lose some of their competitive edge if changes made in their parts cleaning processes are not both quality and cost-effective. And the choices facing metalworkers are more complex than they might appear on first sight." | ||||||||||||||||||||||||||||||
| I have enclosed the article for your review; it brings many of the key conversion issues into focus. (There is also a helpful list on the last page for evaluating suppliers. Even if you don't choose ACS, it might prove useful.) | ||||||||||||||||||||||||||||||
| One of the other issues this article brings into focus is competitive advantage. You and your competitors all face the same problem next year. Some will do well with it, others not so well. Which presents a window of opportunity for firms that leave the starting-line quickly. Martin Baker will get off to a fast start. We guarantee it. | ||||||||||||||||||||||||||||||
| ���� Care to talk? | ||||||||||||||||||||||||||||||
| Whether you are just starting or already underway, ACS can help you implement a safe, efficient cleaning process. | ||||||||||||||||||||||||||||||
| If you only need a new solvent, we can offer the right product and show you how to use it with minimum changes to your process. If you need a basic analysis that sorts out the key issues of your conversion, we can provide it. | ||||||||||||||||||||||||||||||
| And if you want ACS to manage the entire conversion process--from cleanliness specification to implementation and maintenance--we can provide that, too. | ||||||||||||||||||||||||||||||
| Please feel free to call me on 0625 527131 if you wish to know more about ACS. Or if you simply want answers to any questions about the conversion process. | ||||||||||||||||||||||||||||||
| Yours, |
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| Peter Ayrey Advanced Cleaning Systems |
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| PS: If you don't want to talk right now, or simply prefer to receive our ACS literature, simply fill out the enclosed reply card and send it in. | ||||||||||||||||||||||||||||||