TIPSFOR

WRITING

David Ogilvy’s

10

“1962, TIME MAGAZINE

Ogilvy is the most sought-after wizard in today's advertising industry

IN OTHER WORDS

Ogilvy was the originalMAD MAN

Ogilvy sent a memo to his employees:

IN 1982

“People who think well,write well.

“Good writing is not a natural gift. You have to learn to write well.

TIPSFOR

WRITING10

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

2Write the way you talk. Naturally.

3Use short words, short sentences and short paragraphs.

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

5Never write more than two pages on any subject.

6Check your quotations.

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

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

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

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

Thank you forthe inspiration.

I read the book

I’m using the tips

They helped me run my company

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