David Ogilvy’s 10 Rules On How To Write

David Ogilvy had 10 rules for writing. And thinking. And really, these only were even labeled as hints for writing (and thinking) well. 

But, as he also said, good writing is not a natural gift, you have to learn it.

So read these 10 hints and learn something.  

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 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. 

An extra note from me:

These are an ad man, in an advertising business, in another era writing these. 

You don’t have to take them perfectly literally. 

You do have to write the way you talk. Naturally. And practice. 

Ps. more Ogilvy here.