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 matter how creative or original it is, cleverness doesn’t sell products and services. 

“In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.”

The reader wants digestible bits that get to the heart of the matter as soon as possible. The easiest way to find out when you’re being too wordy is to read everything aloud before you publish it. 

4. Never use jargon words like reconceptualise, demassification, attitudinally, judgementally. They are hallmarks of a pretentious ass. 

“If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular” 

You want to establish that you are an authority in your field. But if you use a bunch of big words, it makes you sound snobbish. What’s worse, you run the risk of confusing the reader, making them feel foolish and detaching them from the message. You will have a much more receptive reader if you regard them as a person who has intelligence. 

5. Never write more than two pages on any subject

We have a tendency to think there’s not enough on the page but often the best things in life are simple, like a good Italian pizza which often highlights one or two ingredients. Keep it brief and informative. 

Your task is 1) Stuff your mind with information to ensure what you write is very well-informed and 2) Simplify the information to get your message across as efficiently and quickly as possible

6. Check your quotations

Make sure your sources are authoritative and genuine or you will lose credibility with your readers. Quotations must come from the original source and it must capture the essence of what the speaker was conveying. 

7. Never send a letter or a memo on the day you write it. Read it aloud the next morning – and then edit it. 

“You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.”

If you are publishing something important, always give it room to breathe and come back to it. Stepping away from your desk and going for a long walk (preferably amongst nature) often bring out the best ideas and everything just flows. 

8. If it is something important, get a colleague to improve it. 

The best edits come from others. Sometimes you’re struggling to write, the more you think about it and agonise over it, the less effective you’ll be. Send it to someone who has a well-honed eye for detail and a knack for writing, plus just being an all-round supportive colleague. 

9. Before you send your letter or memo, make sure it is crystal clear what you want the recipient to do. 

There’s a saying in the copy world ‘Ask for the sale’ which basically means, don’t beat around the bush, be straight and tell people what you want them to do. It’s all about clarity. Readers shouldn’t need to think that hard to get what you mean. They should know what you’re talking about and if they are going to do something about it or not. 

10. If you want ACTION, don’t write. Go and tell the guy what you want. 

While reading words can be a powerful experience, nothing replaces human interactions. Most emails and messages should be direct conversations especially ones that require action. So get in front of the person whenever necessary. 

Even though David Ogilvy is no longer around, he has bestowed upon us some great lessons on writings that work. For more curious reads, check out financeandcoffee.com.au