A brochure begins as a blank slate.
It’s added to sequentially, basically, as a pyramid.
The single most important fact typically fills the front where it begins “positioning” the product or service.
“The most important decision is how to position your product.” — David Ogilvy
Easier said than done.
Easy to say too much, leave too little up for interpretation.
For Ken’s Gutters, we believed the company’s stature as America’s largest gutter cleaning company was the best first impression to make, because it both positions and provides social proof instantly.
One step down the pyramid might be the name, number, and stature of the clients the company has serviced. They fill the back page because, if we put ourselves into the receiver’s shoes, we realize what’s front for us might be back for them.
Because we aren’t there when the envelope opens.
At this size, viewers are more likely to first flip the brochure over than they are to open it.
(That’s also why back cover magazine ads are the priciest.)
Few apartment complex owners will need to know the risks of dirty gutters, but the message is incomplete without them.
Ultimately, we want a piece that stands alone and provides everything a potential buyer needs to not only feel comfortable hiring the company, but to feel they’re missing out on something if they don’t.
Every step is a series of decisions made with that in mind.
Thus the logos, thus the headlines, the calls to action, the pros and cons, the social proof.
Ken’s Gutters Brochure
Ken’s Gutters is America’s largest gutter cleaning company, covering nearly 90 percent of the continental United States with local crews.
The company is already well-established IRL but wanted a brochure for use in outbound mail to apartment complexes and other “industrial type” clients.
Our work with and for Ken’s Gutters included everything needed to turn two blank pages into a print-ready product:
- Data collection on the company.
- Copywriting aligned to branding.
- Graphic design.
- Proofreading and print readiness.
- Digital edition for use online and in emails.
Client: KensGutters.com ⎘
Product: Print brochure ⎘
Services: Copywriting, positioning, graphic design, proofreading.