David Ogilvy, in his day, was a blazing combination of physical energy, thinking and writing. He ran the Ogilvy & Mather advertising agency for more than 30 years, turning it into one of the most storied and prestigious firms in advertising history.
Of Scottish heritage, he led a richly layered life. He went to Oxford, but didn’t finish. He did stints as a chef in Paris, a farmer in Pennsylvania, and an undercover British agent. He died in 1999 at Chateau de Touffou, his beloved castle in France, about 100 miles southwest of Paris.
Idiosyncratic, dramatic, and quotable, Ogilvy was a powerful personality and instinctive leader. He wrote memos and letters constantly. His edicts covered a wide range of topics.
On minimizing office politics: “Sack incurable politicians. Crusade against paper warfare.”
On morale: “When people aren’t having any fun, they seldom produce good advertising. Get rid of sad dogs that spread gloom.”
On professional standards: “Top men must not tolerate sloppy plans or mediocre work.”
More than anything, he cared about great writing and communications. His “How To Write” list below is a classic.
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 8 hints:
1. Write the way you talk. Naturally.
2. Use short words, short sentences and short paragraphs.
3. Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.
4. Never write more than two pages on any subject.
5. Never send a letter or a memo on the day you write it. Read it aloud the next morning-and then edit it.
6. If it is something important, get a colleague to improve it.
7. Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.
8. If you want ACTION, don’t write. Go and tell the guy what you want.
David
Check out the video clip below of Ogilvy Essentials.
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