Hey Guys,
Sorry for the delay, this week I’ve been busy diving deep into some new projects so I am a little late with the weekly letter.
As content marketers, our success depends on not only recognizing good writing but also possessing the skills to produce it ourselves. David Ogilvy, one of the original Madison Avenue advertising pioneers, was a master of crafting persuasive sales material and a fan of "listicles" – numbered lists of advice.
A Unique Path to Success
Born in England, Ogilvy's journey was anything but ordinary. He attended school in Edinburgh and studied at Oxford without graduating. Afterward, he worked in Paris, in the kitchens of the Majestic Hotel, before finding success as a door-to-door salesman, selling AGA cookers. This led to his authoring of "The Theory and Practice of Selling the Aga Cooker" in 1935. Eventually, he moved to America, worked for George Gallup's polling company, and established Ogilvy & Mather in 1948.
Ogilvy's Guide to Exceptional Writing
In 1982, Ogilvy shared a memo with his employees titled "How to Write," offering valuable insights for writers in any field.
Here are his 10 tips
Study the Roman-Raphaelson book on writing three times. Immerse yourself in their wisdom and learn from their expertise. The title of the book is actually Writing That Works.
Write conversationally, using a natural tone that reflects how you speak. This will make your writing more relatable and engaging.
Keep it simple with short words, sentences, and paragraphs. Clarity and conciseness are key for effective communication.
Avoid jargon and pretentious language. Instead, use clear, everyday words that your audience will easily understand.
Limit your writing to two pages per subject. This forces you to be concise, focused, and ensures your message is not lost in excessive detail.
Verify your quotations for accuracy. Misquoting or misattributing can harm your credibility and message.
Review and edit your work the next day. Fresh eyes can help identify errors and areas for improvement.
For important pieces, collaborate with a colleague to refine your writing. Constructive feedback can enhance your work and provide new perspectives.
Ensure your intended action for the recipient is crystal-clear. A clear call-to-action helps your audience understand the purpose of your writing.
For immediate action, opt for direct conversation instead of writing. Sometimes, a personal touch is more effective in achieving the desired outcome.
While Ogilvy's focus was on sales writing, these timeless tips are applicable to any form of writing. By integrating his wisdom into your writing process, you can elevate your content marketing efforts and effectively engage your audience.
One of Ogilvy’s best ads
With that I am out again for the week, if you’d like to see more Ogilvy tips or ads, I have a swipe file here: https://thecopycraftsman.gumroad.com/l/zoysss?_ga=2.41376357.619477528.1679661321-412446681.1678111194&_gl=1*48r8vq*_ga*NDEyNDQ2NjgxLjE2NzgxMTExOTQ.*_ga_6LJN6D94N6*MTY3OTgxNTM1Mi40Mi4wLjE2Nzk4MTUzNTIuMC4wLjA.
Enter discount code “OGILVY” to get it free!
Have a great week writing!
Ryan
