“How to Write” — 10 Pieces of Timeless Advice by David Ogilvy

The text summarizes a memo by David Ogilvy, sent on September 7, 1982 to all employees of Ogilvy & Mather, with ten writing tips. The emphasis is on the idea that writing well goes along with clear thinking and can be learned, and on concrete practices such as reading a specific book, using simple language, revising the next day, and making crystal clear what you want the recipient to do.

Reading notes

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• Ogilvy states that those who write better tend to advance more and that writing well is not a natural gift, but something that is learned.
• The memo recommends reading Roman-Raphaelson’s book on writing three times.
• Writing should follow speech, in a natural way.
• The text asks for short words, short sentences, and short paragraphs.
• Ogilvy rejects jargon such as “reconceptualize”, “demassification”, “attitudinally” and “judgmentally”, which he treats as a sign of pretension.
• He advises not to write more than two pages on any subject.
• Quotations need to be checked.
• Letters and memoranda should not be sent on the same day they are written; they should be read aloud the next morning and then edited.
• In important matters, a colleague should help improve the text.
• Before sending a letter or memo, it is necessary to make clear what the recipient should do.
• If the intention is to obtain immediate action, Ogilvy says not to write and to go speak directly with the person.