Monday, October 7, 2013

The original Mad Man's rules for writing

David Ogilvy, an advertising executive who died in 1999, has been called "the father of advertising" and "the most sought-after wizard in today's advertising industry."

He worked at a time when good writing was valued -- demanded, in fact. Here are his rules for it, taken from an internal memo to all employees of 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.
Oh dear. I may have inadvertently let some new cliches loose on the blogosphere.

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