David Ogilvy, internal memo: “How to Write,” 1982:
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 Ogilvy, internal memo: “How to Write,” 1982  (via trevorloy)

Source: trevorloy

46 Notes/ Hide

  1. mattkizerian reblogged this from lilly
  2. mastocha reblogged this from carnotaurus
  3. gallerynextnow reblogged this from carnotaurus
  4. altruition reblogged this from derekg
  5. corollarium reblogged this from lilly and added:
    Good hints, particularly 2, 3 and 4.
  6. jwby reblogged this from lilly
  7. sparkmaschine reblogged this from lilly
  8. carnotaurus reblogged this from derekg and added:
    4. Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a...
  9. saifajani reblogged this from lilly and added:
    The better you write, the higher you go in Ogilvy & Mather. People who think well, write well. Woolly minded people...
  10. ajcronk reblogged this from lilly
  11. rikwuts reblogged this from lilly and added:
    trevorloy and John Lilly)
  12. derekg reblogged this from lilly
  13. lilly reblogged this from trevorloy
  14. trevorloy posted this