Dynamic Marketing Communiqué

Mad Men and Killer Copy: We wish we had it every campaign, every day… Do you? Write with the Pen of the Masters

January 22, 2020

Tuesdays: Write with the Pen of the Masters

We have tens of thousands of readers across all of our platforms, from around the world.

Our readers ask for specific topics that we deliver on request by email, which means that some days, we’re sending thousands of emails to serve up all of that requested content.

And for every email we draft, we think, if only we could write using the pen of the masters…

…alas, we do the best that we can.

How do the best writers out there craft awesome (and effective) copy?

How can we do it, too?

The series Mad Men has been a favorite of ours and many fellow marketers, advertisers, and others in the industry.

It’s just so good at showing “a day in the life” of those in the ad business.

The characters do everything from marketing strategies, to forming campaigns, to pitches to giant corporate clients.

Mad Men showed its viewers the challenges and successes that one can face in the business.

In the Season 7 episode titled, “Time Zones,” Freddie Rumsen gave a pitch on Don Draper’s copy for Accutron Swiss watches. Said Don Draper,

“Accutron. It’s not a timepiece. It’s a conversation piece.”

“A home run,” said Peggy Olson.

Don’s tagline alone, though with few words, really expresses the message they want to convey.

It may be a fictional show… but still, it IS truly brilliant copy.

Joanna Wiebe, copywriter and creator of Copy Hackers, is someone we love and we’re subscribed to. Jo has interesting and extremely helpful content on writing GREAT copy.

One of the most important things we learned from her is the WII-FM statement.

WII-FM = “What’s In It For Me?”

Copy “should pinpoint the greatest value your recipient will receive.”

  • What do they want?
  • What is one problem they’re facing that you could solve for them right now?

To quote Don Draper again, you sell your target audience the “best version of themselves.”

In Don Draper’s case on Accutron watches, that watch represents an interesting, well-liked, and successful version of you.

That is exactly one of the things we keep in mind when writing content and copy for our target market.

In sending thousands of emails weekly, we do what we can to make every email as one-person-specific as possible.

We keep in mind Joanna’s WII-FM, so we can reach the same quality of Don’s tagline expertise.

Have you thought about who your consumers desire to be or what they want to have the most?

What’s in it for them?

Food for thought! …or “copywriting for thought.”

Definitely something to keep in mind c/o this week’s writing masters, Don Draper and Joanna Weibe!

About The Dynamic Marketing Communiqué’s
“Tuesdays: Write with the Pen of the Masters”

Who doesn’t find content writing to be a skill that requires a lot of practice and effort?

Often, this is a task that many people find even intimidating.

You can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!

When you write copy for any brand or for your company, your aim is to make an impact and…

…to get people to remember.

Getting people to remember means getting consumers to buy your product or to avail your service.

And when you get your content to deliver the results you want, THAT IS GREAT COPY.

Every Tuesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.

Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.

Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.

Hope you found this week’s insights interesting and helpful.

Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”


Kyle Yu & Joel Litman
Head of Marketing & President and CEO
Valens Dynamic Marketing Capabilities
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