David Ogilvy (an advertising god is case you are too young!) said Drayton Bird "knows more about direct marketing than anyone in the world." - that's a hell of an accolade from someone who should know!
Today Drayton sent this excerpt from a book called 'The Unpublished David Ogilvy' that was originally privately printed over 25 years ago.
"The better you write, the higher you go in Ogilvy & Mather. People who think well, write well. Woolly minded people write woolly memos, woolly letters and woolly speeches. Good writing is not a natural gift. You have to learn to write well.
Here are 10 hints:
- Read the Roman-Raphaelson book on writing. Read it three times.
- Write the way you talk. Naturally.
- Use short words, short sentences and short paragraphs.
- Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.
- Never write more than two pages on any subject.
- Check your quotations.
- Never send a letter or a memo on the day you write it. Read it aloud the next morning - and then edit it.
- If it is something important, get a colleague to improve it.
- Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.
- If you want ACTION, don't write. Go and tell the guy what you want.
To find more Drayton Bird Droppings see - http://drayton-bird-droppings.blogspot.com/