Project Description

Client: Versatile Insurance
Project: Editorial content for national magazine
When: February 2017

Home Farmer mag front cover with editorial


Editorial content in the form of How-to articles and Issue articles provide useful information for readers. They also serve to strengthen a company image as a leader in your field. As Versatile Insurance are a leader in specialist insurance in different areas, placing editorial into magazines they already advertise in made sense.

Project background

Versatile was unsure of using an outside resource for their articles and features. In the run-up to writing this editorial, I’d already written one piece for them (about specialist insurance required for home renovation) that went down well with the MD (always a good start). So, going into this second piece, it was much more relaxing for both of us.

Versatile is a longtime advertiser in the long-running and popular, Home Farmer magazine. Now, editorial space for the March ’17 issue was secure. A new article on smallholder insurance would feature in the magazine, available in newsagents all over the country.

Editorial copywriting

As with any client project, having a conversation right at the start is hugely important. Speaking to MD, Ray, at length, we discussed the details of the feature, certain specifics that needed inclusion and any background info. He had plenty of that of course!

With notes written, it was time to plan the next 1,200 words to work out the structure of the story. Once this important part of the process is done, I can get started, knowing how many words to allocate to various sections. And it makes any editing afterwards a much easier task.

Ray came back to me with a few minor tweaks and additions, but on the whole, it had approval first time round. This shows how much thought needs to go into the planning of any editorial (and other copywriting). Spending a few hours at the planning stage can save significant time in the writing and editing processes. Writing quickly and more accurately at the first draft stage means the client is happy (which is what it’s all about).

As with all editorial – especially for magazines – the lead time can be lengthy. Though this Home Farmer editorial started in December ’16, it was set to appear in the March 2017 issue (on sale in February). So waiting to see the finished article in any magazine can reach to 4 or 5 weeks.

And we’re on sale

When the new issue hit the newsstands, I bought a file copy for myself. Reading through it, the final layout looked great spread over three pages and enhanced by images. I don’t have any control over how the editorial will appear, so to see it well done makes all the difference.

Many buyers and subscribers keep their issues and refer back to them at a later date. So I hope that what I’ve written on behalf of Versatile will prompt and persuade smallholders and landowners to take their specialist insurance with Versatile when they need to.

Are you thinking about placing editorial content with any local or national magazines or newspapers? Having professionally written editorial will enhance what you want to say and present you as an authority in your sector. To find out more, drop me an email and let’s have a chat. Check out some other recent projects too.