Ignore David Ogilvy. He deserves more than two pages

This is Ogilvy’s famous advice on writing. Sorry, I couldn’t follow it when describing him

This is a memo Ogilvy wrote to staff 30 years ago

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. 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 reconceptualizedemassificationattitudinallyjudgmentally. 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

Months ago, Denny Hatch, eminence grise of direct marketing asked me to write a memoir of David Ogilvy for his readers at http://www.targetmarketingmag.com/newsletter/bcs

I kept putting it off and found it very hard, but have finally finished.

It is a hell of a lot longer than two pages. If and when he approves, I’ll put up a copy.

About the Author

In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

6 Comments

  1. Not there at that link, Drayton. Mostly about TV.

  2. Excellent article. Keep writing such kind of information on your page.

    Im really impressed by your site.
    Hey there, You’ve done a great job. I’ll certainly
    digg it and for my part suggest to my friends.
    I am sure they will be benefited from this website.

  3. Thanks so much for sharing! I think the subtitle to this could be: Strunk & White meet the original Don Draper. I’m also reading “Brief: Making a bigger impact by saying less.” I should have a book mark made out of this memo!

  4. PS–You have a Pinterest share button, but if you want to make it easier or more inviting for people to pin (I have a Pinterest account just for my business/ writing stuff), adding a nice stock photo would help.

    1. Drayton

      I’m as busy as a one legged man in an arse kicking contest, Jessica, so I’m sure I ignore lots of things I should be doing. My youngest daughter – now talking to four major U.S. record labels – knows more about all this stuff than me and says I shouldn’t worry too much

  5. Well, I tip my hat to you, Father of a woman talking to mighty record labels! No, you don’t need to worry. I’m sure you have many priorities, but Pinterest and other visual social share sites shouldn’t be discounted either for strengthening site referrals and SEO ranking. Good luck with all your busyness!

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