Get to the point
Concise and focused, messaging, in marketing speak, are headlines, subtitles, slogans and catch phrases we use to focus your attention.
We’re not talking about texting or emails. Messaging is a marketing, writing and editing discipline, where we refine what you’re trying to say. You can write an article about your new BMW, but it’s really just, the ULTIMATE DRIVING EXPERIENCE.
Messaging quickly communicates—it grabs and keeps your attention. It’s a critical factor in how we speak to your audience.
Headline news is the de-facto standard in our over-communicated society. To be seen, your message needs to be concise, to the point, and simply worth reading. Taste the rainbow. Eat Fresh, I’m loving it. Set it to music, and you have a jingle that refuses to get out of your head.
Messaging comes natural for most ad agencies and copywriters. But for most of us, we have to work at it. As marketing guys, we have to communicate who you are and what you do to the people who matter. Simplifying your message makes the difference between a yes and a no. Big national brands get this. And they also have the advantage of going through this exercise with each new campaign. Smaller organizations have to work at it.
Just Do It
Longbow’s copywriters love this part of the job. Distilling the way you communicate into clear talking points is a part of the process.
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ATD is Automated Trading Desk
We began work with ATD with illustrations that distilled their technical process on which their business is founded. Often we act as translators, taking technical content and putting it into words that your audience can understand. Tech companies like to speak in terms of what they offer. It takes messaging to understand customer need.
How can you compress the intellectual property, genius, and thousands of man hours into one picture? It was a daunting task, but one that proves the adage, a picture is worth a thousand words. That’s what Automated Trading Desk needed–a way to quickly communicate why they were so innovative.
In addition, we helped wordsmith their content throughout the process, culminating in their tag line, “ATD is technology for smarter trading“.
As we worked on their corporate brochure, we built from this, and stating what differentiated ATD from competitors, built the piece on these lines: “ATD is opportunity. ATD is expertise. ATD is experience. Leveraging technology for smarter trading.”
In relation to their identity, we simplified the existing logo, and applied it as seen in the brochure, and then extended this to their public internet site. We also visually created the rising stock ticks which carry through their pieces.