There’s one approach to service stories that rarely satisfies readers: promising to cover a big topic comprehensively in a limited space. Rather than “everything you need to know” on a given subject, I always prefer to offer “several really interesting ideas that will benefit you.” That’s when packaging devices become a service editor’s secret weapons.
Buying a log cabin is more than a single magazine story can adequately cover. The approach I took here, in Ray Ford’s assignment, was to ask for a series of true or false questions based on common ideas (some myths, some not) that buyers have about log buildings. The detailed answers give readers important tools to be smarter log cabin purchasers. The myth-busting, quiz-like structure hooks readers, even if they have no actual need for the information. More importantly, no readers will feel that the story missed something or promised more than it delivered.
I worked with
Writer: Ray Ford
Photographer: Derek Shapton
Designer: Kim Zagar