How to write

Writing well is an increasingly important skill in the professional world. If you think about it, you probably write a lot throughout the day. Emails, reports, memos … and possibly you also generate content for the public either by sharing information on the web or on social networks, publishing articles of interest in an offline or online medium. Perhaps you have even dared to publish an ebook or a traditional book. I have always been clear that writing (well) is a great way to enhance your leadership and your personal brand.

On September 7, 1982, the renowned publicist David Ogilvy sent an internal memorandum to all the employees of his advertising agency. The memo was titled “How to write”. The advertising guru explained that those professionals who wrote better would have a much greater chance of promoting in his company (Ogilvy & Mather). In addition, he affirmed that “writing well is not a natural gift, it can be learned.” And FOR THIS REASON, HE SHARED 10 WISE PIECES OF ADVICE. 40 years later, these tips are more current than ever and for this reason, I wanted to share them with you in this post.

1. Read the book “Writing that works” by Kenneth Roman and Joel Raphaelson. Ogilvy was “in love” with this book and told people to read it at least 3 times.
2. Write the way you talk, naturally. It is basically about writing as if you are speaking to someone. Explain yourself as you do when you tell a story to your people.
3. Use short words, short sentences, and short paragraphs. I mean, don’t write too much. Be precise and save the reader time and effort.
4. Avoid complicated words, avoid technical jargon. Write so that everyone can understand you. Runaway from technicalities that can make it difficult for them to understand you and can also make you convey an image of pretentious.
5. Never write more than 2 pages on any subject. Be brief and concise. Your readers will appreciate it and your communication will be much more effective.
6. Check your quotations. Whenever you reproduce someone’s content, verify that you quote them correctly. And I add, do not use phrases or ideas of others without citing them; do not appropriate something that is not yours.
7. Never send a letter the same day you write it. Review it the next day and correct what is necessary. Many times, letting the writing “wait” and see it the next day is great advice.
8. If what you write is really important, ask a colleague to help you improve it.
9. Before sending your writing, check that it is crystal clear how you want the reader to react. Be clear about your “call to action” and verify that it is sufficiently clear in what you have written.
10. If you want action, don’t write. Go tell the person in question what it is you want. It is often easier and more effective to talk face to face or on the phone than to write. Choose well when you choose one way or the other.

10 powerful ideas from advertising genius David Ogilvy. I hope they are useful to you because writing well is increasingly important. And I end with a quote from Ogilvy himself that sums up the essence of this post and of good writing. Ogilvy said “I don’t know the rules of grammar. If you are trying to persuade people to do something, or buy something, it seems to me you should use their own language. “

I recommend you a couple of great books by David Ogilvy:

• “Ogilvy on advertising”
• “Confessions of an advertising man”