10 Timeless Writing Tips from a Legendary Marketer

Running a business is a very curvy path and on this path you are left to teach yourself things and take inspiration as you go. I think that terrifies a lot of people. But there are those who decide to figure it out rather than limiting themselves. If they don’t know something, they’ll learn it.

When it comes to writing for your business, you want to learn from the best. David Ogilvy was known as the “Father of Advertising'' and founder of the global marketing agency Ogilvy&Mather. He has created some of the world’s most successful and iconic campaigns. His writings just amaze me. Every piece is captivating, information-rich and compelling. Take a look at some ads that this legend has penned here

On September 7th 1982, David Ogilvy drafted an internal memo for the management to circulate around his marketing agency titled “How to Write”. In just 10 bullet points, he put together a masterclass in effective writing. Here’s a breakdown of each one. 

The memo starts with a clear “why” 

“The better you write, the higher you will go in Ogilvy&Mather. People who think well, write well.

Good writing is not a natural gift. You have to learn to write well”

1. Read the Roman-Raphaelson book on writing. *Read it three times.

The book was written by two excellent writers Kenneth Roman and Joel Raphaelson who were close friends of David. The more good writing you read, the more essence will rub on you and materialise in your writing. Takeaway: You will gain mastery in writing by reading extensively. 

2. Write the way you talk. Naturally.

If you’re a business owner, you’re the best person to write your own copy. You know how you talk already, what words you would and would’t use; you’ve built up a reputation; you’ve established how serious or fun you are with your customers or clients. You know all these things better than anyone. All you need to do is capture that energy and write it on the page. That’s your tone of voice. 

“Do not … address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter.”

3. Use short words, short sentences and short paragraphs

A big lump of text makes it hard for readers to concentrate long enough to become interested in what you have to write. So it doesn’t m