What is good writing?

What is good writing?

Well, in 1982, David Ogilvy, the founder of the PR giant, Ogilvy and Mather, sent a memo to his writers, headed How to Write.

I recently came across this, and it chimed so well with the points I make to delegates on writing and press release courses, that I decided to share it in full here.

Good writing guide

Ogilvy said:

The better you write, the higher you will go at 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, judgementally. They are the 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 that 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.

We give delegates plenty of time to practice all these points and more on our writing training courses. For more information, do get in touch.

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