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Ogilvy's 10 Tips for Better Writing (6)

09-05-2012 04:24 PM #1 Finch (Moderator)
Ogilvy's 10 Tips for Better Writing

If you haven't seen it already, there's a classic David Ogilvy memo doing the rounds on how to write well. David sent this around his agency in 1982:

Quote Originally Posted by David Ogilvy
The better you write, the higher you go in Ogilvy & Mather. People who think well, write well.

Woolly minded people write woolly memos, woolly letters and woolly speeches.

Good writing is not a natural gift. You have to learn to write well. Here are 10 hints:

1. Read the Roman-Raphaelson book on writing. Read it three times.

2. Write the way you talk. Naturally.

3. Use short words, short sentences and short paragraphs.

4. Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.

5. Never write more than two pages on any subject.

6. Check your quotations.

7. Never send a letter or a memo on the day you write it. Read it aloud the next morning — and then edit it.

8. If it is something important, get a colleague to improve it.

9. Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.

10. If you want ACTION, don’t write. Go and tell the guy what you want.

David
Point number 7 has made a big difference for me. If you hit the 'Publish' button in the moment, or send an important email moments after finishing it, you'll come back later with changes that seem obvious - but weren't at the time.

I'm a big fan of Ogilvy, as most marketing scumbags should be. If you haven't read his books, I suggest you track them down and devour in one sitting. They are must-reads for anybody with marketing aspirations:

Confessions of an Advertising Man - http://www.amazon.co.uk/Confessions-.../dp/1904915019
Ogilvy on Advertising - http://www.amazon.co.uk/Ogilvy-Adver...tt_at_ep_dpt_2

09-05-2012 05:10 PM #2 boostmg (Member)

gold as usual man, thanks!

09-05-2012 07:34 PM #3 nusolutionz (Veteran Member)

Ogilvy is a legend!

09-05-2012 08:07 PM #4 jimcrim (Member)

I love Ogilvy! He has really helped my copywriting. Through in the 4th edition of Tested Advertising Methods by John Caples and you have the few books sitting at my desk right now.

09-05-2012 09:16 PM #5 Mr Green (Administrator)

Ogilvy should be a chick, I would tap that.

09-06-2012 12:30 AM #6 greatape (Member)

I love Ogilvy on Advertising! It's 1 of a few books that are always close by. Even though it was written over 20 yrs ago, the information are still very much relevant. Ca$hvertising and The Secret Weapon of a Master Direct Response Online Copywriter are another couple of favorites. Those 3 books have made the most impact in my aff. marketing ventures.

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