David Ogilvy – Aristokrat der Werbung

Der bekannte schreiber David Ogilvy ist der Vater aller Werbetexter. Baujahr 1911, und im englischen Surrey geboren. Eigentlich ist Ogilvy der Vater dermodernen Werbung überhaupt. Er ist derjenige, der die Werbung in den Kunstrang gehievt hat.

Und noch cooler von David Ogilvy. Der hat am 7. September 1982 ein internes Memo memo an alle Mitarbeiter geschickt mit dem kurzen Titel “How to Write”.

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:

  1. Read the Roman-Raphaelson book on writing*. Read it three times.
  2. Write the way you talk. Naturally.
  3. Use short words, short sentences and short paragraphs.
  4. Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.
  5. Never write more than two pages on any subject.
  6. Check your quotations.
  7. Never send a letter or a memo on the day you write it. Read it aloud the next morning—and then edit it.
  8. If it is something important, get a colleague to improve it.
  9. Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.
  10. If you want ACTION, don’t write. Go and tell the guy what you want.

Cool oder?