How To Write: David Ogilvy's 10 Timeless Rules
Anyone can write.
Though as a valuable business skill, it all too often gets taken for granted.
So the question begs—can you write well?
Because when writing words to influence and persuade—aka copywriting—your writing ability is tested beyond flawless grammar, punctuation, and knowing what a ridiculous semicolon is used for.
Copywriting demands you examine every word with a magnifying glass, asking yourself:
• Does my writing connect with my audience?
• Does it engage and compel them to keep reading down the page?
• Does it inspire action and sell my idea, service, or product?
There's more to it than just words on a page, right?
David Ogilvy, the godfather of modern advertising and creative force behind Ogilvy & Mather, understood this. Better than most. He respected the potential of good writing – and its power in good business.
Perhaps in an attempt to raise his agency's performance, or to remind them of his impeccable standards, in 1982, he shared an agency-wide memo titled — "How to Write".
*From David Ogilvy's typewriter*
How To Write
The better you write, the higher you go in Ogilvy & Mather.
People who think well, write well.
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.
***
How to Write Well According To Ogilvy
Whether you're a copywriter or not, the great thing about Ogilvy's list is anyone can easily apply these 10 rules to improve their writing—no matter the style or medium.
So below, I've added a modern takeaway from Ogilvy's advice to quickly help you up your writing game. Enjoy.
1. "Read the Roman-Raphaelson book on writing. Read it three times."
Writing That Works, the book Ogilvy was referring to, is an excellent business-writing resource written by a couple of his buddies. Asides from all the writing lowdown, reading it on repeat will familiarise you with the excellent voice, tone, and style.
The more good writing you read, the more good writing you'll absorb. And once your eyes are attuned to quality, it's much easier to spot and fix the errors in your writing.
TAKEAWAY: Good writing is the mark of good reading habits.
2. "Write the way you talk. Naturally."
Ogilvy was down-to-earth and relaxed. It's evident when you read any of his books.
In a 1983 Late Night interview, he was introduced to the stage by David Letterman — "His latest book is called Ogilvy on Advertising. So please welcome, David Ogilvy!"
Letterman then reached across the desk to shake Ogilvy's hand. He shook back, silently.
"Your book is very informative," said Letterman. "Anyone interested in a career in advertising should certainly do themselves a favour and take a look at that thing."
An awkwardly long pause.
An awkward shuffle from Letterman.
Ogilvy finally broke his silence — "damn right".
Ogilvy wrote just like he spoke — naturally — feeding into his killer creative copywriting style.
TAKEAWAY: Good writing is everyday and casual.
3. "Use short words, short sentences and short paragraphs."
Reading takes energy and effort, and concentration—all limited resources.
Lengthy, long-winded fluff that fulfils the writer's needs, rather than the reader's demands won't get read.
Copywriting should quickly deliver value to its audience. The writer's satisfaction is irrelevant. If sentences aren't working for the reader's benefit or the message's clarity, lose them.
TAKEAWAY: Good writing spits it out.
4. "Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass."
Big words make writers sound pretentious and smug. They also risk confusing readers, making them feel stupid, and disconnecting them from your message.
As a writer, you have only a short window to capture attention. So don't narrow it down even more by using big words that say little.
TAKEAWAY: Good writing is straightforward.
5. "Never write more than two pages on any subject."
While "two pages" is subjective, Ogilvy's point is you should never write more than necessary, on any topic.
If you can shorten your writing without losing its meaning, then you should do it.
TAKEAWAY: Good writing is light reading.
6. "Check your quotations."
Take this one seriously. As a writer, any information you share can impact how people perceive ideas, and people. This is a big responsibility.
Especially in today's world, where anyone can publish anything and fake news is rampant, writers must be honest and trustworthy. Double-check your quotes and facts to ensure accuracy. Your readers are relying on you and trusting you.
TAKEAWAY: Good writing is honest.
7. "Never send a letter or a memo on the day you write it. Read it aloud the next morning -- and then edit it."
Let's be real, writing isn't always perfect on the first try. So, the more you edit, the better you write.
Sometimes, you might think your writing is clear, but that's because you wrote it — you understand its intention.
Sleeping on it and returning to it the next day helps you analyse your writing with fresh eyes, and you'll be astonished at how much the work will improve.
TAKEAWAY: Good writing is clear.
8. "If it is something important, get a colleague to improve it."
If your name is on it, it's important. After all, your writing speaks for you long after you part with it — if it's on the internet, it's there forever...
In that sense, every word counts towards your credibility. So with that much on the line, it's worth having a second set of eyes.
TAKEAWAY: Good writing needs a trusty editor.
9. "Before you send your letter or memo, make sure it is crystal clear what you want the recipient to do."
Copywriting, specifically, always needs a goal.
Whether it's a soft intention (e.g., introducing an idea) or a hard-line ask (e.g., persuading an action), a purpose will focus your writing, making it more cohesive, not to mention easier to write.
Remember, nobody wants to waste their time reading a dead-end message — or one that leaves them thinking, now what?
TAKEAWAY: Good writing has a purpose.
10. "If you want ACTION, don't write. Go and tell the guy what you want."
In the business world, nothing beats a friendly smile or a handshake.
Even the best writing can't replace the feeling of being in the same room as someone and interacting with them face-to-face. That creates trust.
People are emotional. We like to think we're logic-driven, but emotions are what genuinely influence decisions. So while reading can be powerful, it's not the same as looking someone in the eyes and asking them something.
TAKEAWAY: Sometimes, it takes more than good writing.
In that intro of that memo, Ogilvy wrote — "Good writing is not a natural gift."
"You have to learn to write well."
Now, you have all his hints.
The rest is up to you.
