hypertext, words and more

Joel Raphaelson

  • In September of 1982, David Ogilvy shared the following:

    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 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.

    *Writing That Works., HARPER & ROW,