How to Write

“How to Write” was a memo from ad man David Ogilvy, which he sent to everyone who worked for him in 1981.

Key learning points

1. Clarity is King

Ogilvy emphasized the importance of clear and concise writing. He believed that the best way to convey a message was to keep it simple, avoiding jargon and overly complex language. This principle is particularly pertinent in today’s fast-paced digital world, where attention spans are short and clarity is essential for engagement.

2. Write for the Reader, Not Yourself

Ogilvy advised writers to always consider their audience. Understanding who you are writing for and what they need to know is crucial. This reader-centric approach ensures that the content is relevant, engaging, and easy to understand.

3. The Power of a Strong Headline

In the world of advertising and beyond, the headline is often what captures attention. Ogilvy knew the importance of a compelling headline and spent a considerable amount of time crafting ones that would immediately engage the reader.

4. Editing is Essential

A great piece of writing often comes from rigorous editing. Ogilvy encouraged writers to refine and revise their work, stripping away any unnecessary elements. This process of editing is critical to achieving clear and impactful communication.

5. Research and Fact-Check

Ogilvy was a proponent of well-researched writing. He understood that credibility is key, especially in an industry like advertising. This approach is even more crucial now, with the abundance of information and the ease with which misinformation can spread.

6. Storytelling Connects

Even in a business context, Ogilvy recognized the power of storytelling. A good story can make a message more relatable and memorable. Today, storytelling is a major component of content marketing and brand communication.

Adapting Ogilvy’s Principles in the Digital Age

While Ogilvy’s memo was written in the context of advertising, its principles are remarkably adaptable to the digital age. The rise of content marketing, social media, and online communication channels has only amplified the importance of clear, engaging, and audience-focused writing. In a world inundated with content, the ability to write effectively is more valuable than ever.

Ogilvy’s advice is not just for advertisers or marketers; it’s for anyone who wants to communicate effectively. Whether you are writing a blog post, a social media update, or an email, applying these timeless principles can help you convey your message more effectively and connect with your audience.

In conclusion, David Ogilvy’s “How to Write” memo is a testament to the enduring power of good writing. By embracing clarity, audience awareness, compelling headlines, rigorous editing, thorough research, and the art of storytelling, writers and communicators can continue to make a significant impact, even in our constantly evolving digital landscape.

Memo on How to Write

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 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.

Memo Image

You can read the rest of the memo collection here:

Memo collection