David Ogilvy, founder of the international advertising agency, Ogilvy & Mather, is regarded as the father of modern advertising. On September 7th, 1982, he sent a memo entitled “How to Write” to everyone in the agency. Here are a few gems:
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.
Write the way you talk. Naturally.
Use short words, short sentences and short paragraphs.
Never
use jargon words like reconceptualize, demassification, attitudinally,
judgmentally. They are hallmarks of a pretentious ass.Never send a letter or a memo on the day you write it. Read it aloud the next morning — and then edit it.
Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.
You can find the rest of the tips here.
Jennifer Bea says
Add to the list: PROOFREAD! As this blog post should have been.