At Upswing Creative, we believe that the message is the most important thing. Here’s why.
Think about a time you’ve seen an ad or billboard that tried to cram in WAY too much information…or maybe a commercial that featured some really beautiful video, but at the end you caught yourself asking “what was that about?”
Sometimes, marketers and agencies get too caught up in the execution or the treatment — not keeping proper balance between creativity and common sense…or they don’t boil it down to “the most important thing they need to share with their customers.
Sometimes it’s the result of a project done by committee or a good idea taken too far. Usually, it happens because we forget the most important thing we’re trying to communicate…and that’s the message.
At Upswing, we’re a message-first agency; so all of our tactics are grounded in strategic messaging. In order to develop strong strategic messaging, we need to have true understanding. True understanding comes from doing great discovery.
Discovery is where we dive deep to really understand your product or service, your brand, the competitive environment, and, of course, your customers.
Once we’ve distilled all that and aligned on the core message, all creative work we produce — video, branding, copy, design — flows from it.
As we get into the work, we’re always checking ourselves to make sure that the message comes first…that everything we do creatively points to and supports the message.
It takes more work, but projects always go more smoothly, and our clients are always happier when we take the time to get the messaging right, and then keep it as our focal point.
And that’s what we call message-first marketing. If you’d like to experience message-first marketing first-hand, reach out!
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