7 September, 1982
If everybody in our company took an exam in writing, the highest marks would go to the 14 directors..
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:
- Read the Roman-Raphaelson book on writing (Writing That Works, Harper & Row, 1981). Read it three times.
- Write the way you talk. Naturally.
- Use short words, short sentences and short paragraphs.
- Never use jargon words like reconceptualize, demassification, attitudinally, judgementally. They are hallmarks of a pretentious ass.
- Never write more than two pages on any subject.
- Check your quotations.
- Never send a letter or a memo on the day you write it. Read it aloud the next morning – and then edit it.
- If it is something important, get a colleague to improve it.
- Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.
(point terakhir menurut saya yang paling penting)
- If you want ACTION, dont write. Go and tell they guy what you want.
Diambil dari The Unpublished David Ogilvy. 2012. Profile Books Ltd. London.