Publication
Solstice inc.: a catalogue customers keep
Solstice installs rooftop solar across the south-west — and posted customers a sixty-page catalogue of panel specifications. I turned it into an annual review households actually read, keep and quote to neighbours.
- Client
- Solstice Inc.
- Deliverables
- Annual review, customer stories
- Timeline
- Eight weeks, autumn mailing
Your roof, working harder
The challenge
Solstice mailed 20,000 catalogues a year and generated almost no inbound calls. The copy assumed readers who compare inverter efficiency for fun. Real readers wanted to know one thing: what will this mean for my bills, my roof and my street?
The approach
I interviewed twelve customers and rebuilt the publication around their streets, bills and doubts. Specifications moved to a tidy appendix; the pages themselves carry household stories, honest payback maths and answers to the awkward questions installers hear daily.
What the engagement included
- Customer interviews — twelve households, from sceptics to evangelists, shaping every chapter.
- Thirty-two-page review — stories, payback explainers and a spec appendix that respects both readers.
- Objection handling — a full spread answering cost, disruption and “what if we move?” honestly.
- Referral insert — a neighbour-to-neighbour card that turned readers into the sales team.
The outcome
The review became Solstice's best-performing mailer: inbound calls mentioned stories by name, installers reported warmer first visits, and the referral cards brought a steady stream of neighbour-to-neighbour enquiries.
“People keep our review on the coffee table. Nobody kept the catalogue — it went straight in the recycling, ours included.”
More work
Book a free 30-minute call
Tell me what you are selling and I will show you where the words are losing sales.
Book now