Dynamic Marketing Communiqué

The secret to “Killer Copy” is out! Know more about it here… [Tuesdays: Return Driven Strategy]

April 5, 2022

Miles Everson’s Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more. 

A Note from Miles Everson

Return Driven Strategy is one of the most effective frameworks I’ve encountered in my years of guiding independent professionals. 

This pyramid-shaped framework has 11 tenets and 3 foundations, which, if implemented properly, are helpful in conducting business and even in boosting one’s career. 

Today, let’s discuss this framework with a focus on Tenet 11―Communicate Holistically. 

At MBO Partners, we believe communication is an integral part in the success of a firm and that is why we want to tackle this topic in today’s article.  

Keep reading to know why effective communication (in this case, written communication) helps individuals grow and improve in their careers. 

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Return Driven Strategy 

Both verbal and nonverbal communications play an important part in the success of a firm. 

According to Professor Joel Litman and Dr. Mark L. Frigo in the book, “Driven,” high performance comes from understanding the integral role of communications throughout the entire business

Besides, communication impacts thoughts… and the thoughts of your constituents―customers, employees, vendors, partners, managers, and the public at large―will determine whether your brand will succeed or fail. 

Are the thoughts of your constituents towards your business good ones or bad ones? 

As a business owner, marketer, or independent professional, you have to make sure your clients or customers only think of good thoughts about your brand. 

Let’s think about holistic communication in the context of copywriting. 

Here’s a great TV show that showed how effective copies and other marketing strategies contribute to consumers’ positive impressions about businesses… 

The “Mad Men” Series

In a past “Marketing Marvels” article, we talked about Don Draper, the main protagonist of the “Mad Men” series, and the lessons we can learn from his strategies as a fictional marketer. 

… but did you know that even without singling out Draper, the entire show is a great series that marketers, advertisers, copywriters, and others in the industry should watch? 

Photo from RobMark

The storyline is good at showing “a day in the life” of those in the business and marketing industries and at presenting the challenges and successes one can face in his or her field of expertise. 

Let’s take a look at one example from the “Mad Men” series… 

In a season 7 episode titled, “Time Zones,” Sterling Cooper’s Senior Copywriter Freddy Rumsen gave a pitch on Draper’s copy for Accutron Swiss Watches. 

Here’s what Draper wrote: 

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

Rumsen liked Draper’s suggested tagline because with only a few words, it effectively expresses the message the brand wants to convey―that Accutron is not just a watch, but also a product that tells a story. 

See? Even though “Mad Men” is a fictional story, it didn’t fail to amaze viewers with brilliant copies and marketing strategies that are applicable in the real world. 

It’s no wonder the show captured the attention of numerous business leaders, marketers, copywriters, and other industry professionals! 

Let’s now move on to a copywriting guru in the real world… 

The Killer Copy

Joanna Wiebe, copywriter and creator of CopyHackers, has interesting and helpful tips on how to write GREAT copy. 

One of these tips? 

The WIIFM (“What’s In It For Me?”) statement!  

According to Wiebe, when writing copy, you must “pinpoint the greatest value your recipient will receive.” 

You can do that by answering these questions: 

  • What do they want? 
  • What is one problem they’re facing that your products or services could solve? 
  • How can you compel them to buy your brand’s offerings? 

Having answers to these questions will enable you to sell your target market the “best version of themselves,” or the vision that they can have a more convenient life, process, system, or activity when they buy your brand’s products or services. 

Besides, consumers play a HUGE part in the success of your business. That’s why you have to consider them and their thoughts whenever you’re making a decision for your firm. 


Communicating holistically is one of the “Supporting Tenets” of Professor Litman and Dr. Frigo’s Return Driven Strategy (RDS). This tenet is an important factor that helps businesses and individuals enhance their abilities to achieve the higher tenets. 

Remember: Holistic communication should apply in every area of your firm—from marketing copies to company policies and more. This will result in better processes and interactions among your employees, business partners, managers, shareholders, customers, etc. 

… and soon, this would also lead to the achievement of the higher tenets in the RDS framework, particularly Ethically maximizing wealth

Keep Wiebe’s WIIFM statement in mind so you can reach the same quality and expertise of Draper’s Accutron tagline! 

When you clearly and effectively communicate your message, you’ll communicate holistically and lead your business to high performance levels. 

Isn’t that a recipe for return-driven and career-driven success? 

Be inspired by this food (copywriting) for thought! 

(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.) 

About The Dynamic Marketing Communiqué’s
“Tuesdays: Return Driven Strategy”

In the book, “Driven,” authors Professor Joel Litman and Dr. Mark L. Frigo said that the goal of every long-term successful business strategy should incorporate the combined necessity of “making the world a better place” and “getting wealthy.” 

That is why they created Return Driven Strategy and Career Driven Strategy―frameworks that were built to help leaders and professionals plan and evaluate businesses so they can also help others achieve their organizational goals and career goals. 

The frameworks describe the plans and actions that drive returns for anyone in an organization such as independent contractors, marketers, brand managers, communicators, and other people in any field. These actions lead to the creation of wealth and value for customers, employees, shareholders, and the society. 

Every Tuesday, we’ll highlight case studies, business strategies, tips, and insights related to Return Driven Strategy and Career Driven Strategy. 

In planning, building, or managing brands and businesses, these strategies, case studies, and guidelines will help you choose what specific actions to take and when to take them. 

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

Stay tuned for next Tuesday’s “Return Driven Strategy!”


Kyle Yu 
Head of Marketing 
Valens Dynamic Marketing Capabilities 
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