David Ogilvy’s 1982 Memo “How to Write” Offers 10 Pieces of Timeless Advice
Nobody ever went broke writing a readable guide to writing in English, especially those that rise to the ranks of standard recommendations alongside Strunk and White’s The Elements of Style and William Zinsser’s On Writing Well. Both of those books endorse and exemplify the virtue of brevity, but even such short volumes take a great deal longer to read and internalize than this eminently to-the-point English style guide by the “Pope of Modern Advertising,” (and, for his part, a fan of Roman and Raphaelson’s Writing That Works) David Ogilvy, originally composed in the form of an internal memo.
Ogilvy sent it out on September 7th, 1982, directing it to everyone employed at Ogilvy & Mather, the respected ad agency he’d founded more than thirty years before. “The memo was entitled ‘How to Write,’ ” says Lists of Note, “and consisted of the following list of advice:”
4. Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.
