How to Write…
On September 7th, 1982, Ogilvy sent the following internal memo to all agency employees, titled “How to Write”:
The better you write, the higher you go in Ogilvy & Mather.
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 reconceptualise, demassification, attitudinally, judgementally. They are the 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 – then edit it.
8. If it is something important, get a colleague to improve it.
9. Before you send your letter or memo, make sure it is crystal clear what you want your recipient to do.
10. If you want ACTION, don’t write. Go and tell the guy what you want.