Look at this guy. In the 60s, he created legendary ad campaigns for...
Dickie Bush@dickiebush
62 views
Nov 29, 2024
~3 min read
1
Look at this guy.
In the 60s, he created legendary ad campaigns for Rolls Royce, Schweppes, & Dove.
And in 1982, he sent a memo to his staff called "How to write."
In 10 bullets he put together a masterclass in effective writing:🧵
In the 60s, he created legendary ad campaigns for Rolls Royce, Schweppes, & Dove.
And in 1982, he sent a memo to his staff called "How to write."
In 10 bullets he put together a masterclass in effective writing:🧵
2
David Ogilvy was a British advertiser known as "The Father of Advertising."
He wrote successful ad campaigns using his "Big Idea" framework.
But it's this memo that all writers should study.
Let's dive in:
He wrote successful ad campaigns using his "Big Idea" framework.
But it's this memo that all writers should study.
Let's dive in:
3
His memo starts with a clear why:
"The better you write, the higher you will go in Ogilvy & Mather.
People who think well, write well.
Good writing is not a natural gift. You have to learn to write well."
Replace "Ogilvy & Mather" with any company and this holds true.
"The better you write, the higher you will go in Ogilvy & Mather.
People who think well, write well.
Good writing is not a natural gift. You have to learn to write well."
Replace "Ogilvy & Mather" with any company and this holds true.
4
1. Read the Roman-Raphelson book on writing. Read it three times.
Every company on Earth would be a better place if this book was required reading before email permissions were given.
If you are still sending emails with Walls of Text, order this.
Every company on Earth would be a better place if this book was required reading before email permissions were given.
If you are still sending emails with Walls of Text, order this.
5
2. Write the way you talk. Naturally.
"Finding your writing voice" is a waste of time.
You already have your voice - the one you use every day.
How to start using it in your writing?
• Choose a topic
• Record yourself talking about it
Then, transcribe it and start there.
"Finding your writing voice" is a waste of time.
You already have your voice - the one you use every day.
How to start using it in your writing?
• Choose a topic
• Record yourself talking about it
Then, transcribe it and start there.
6
3. Use short words, short sentences, and short paragraphs.
This one takes practice.
But the easiest way to find when you're being too wordy?
Read everything aloud before you publish it.
When you find yourself getting caught up, it's a sign you need to simplify.
This one takes practice.
But the easiest way to find when you're being too wordy?
Read everything aloud before you publish it.
When you find yourself getting caught up, it's a sign you need to simplify.
7
4. Never use jargon words like "reconceptualizes, demassification, attitudinally, judgementally."
Here's how to think about jargon;
When you see someone using it, they're hiding their lack of understanding.
An easy solution: pretend you are writing to an 8th grader.
Here's how to think about jargon;
When you see someone using it, they're hiding their lack of understanding.
An easy solution: pretend you are writing to an 8th grader.
8
5. Never write more than two pages on any subject.
99% of books should be blog posts. And 99% of blog posts should be tweets.
I would preface this by saying: never *publish* more than two pages on any subject.
If it can't fit in two pages, it should be simpler.
99% of books should be blog posts. And 99% of blog posts should be tweets.
I would preface this by saying: never *publish* more than two pages on any subject.
If it can't fit in two pages, it should be simpler.
9
6. Check your quotations.
This one is simple enough. Misquotes are unforced errors.
This one is simple enough. Misquotes are unforced errors.
10
7. Never send a letter or memo on the day you write it. Read it aloud the next morning, then edit it.
This is the number one piece of writing advice I can give people.
If you are publishing something important, always, always, give it room to breathe.
And always read it aloud.
This is the number one piece of writing advice I can give people.
If you are publishing something important, always, always, give it room to breathe.
And always read it aloud.
11
8. If it something important, get a colleague to improve it.
This pairs nicely with point number 7. If it's something really important, write it, give it a day, edit it, then send it to a colleague.
Here's how Tim Ferriss requests edits:
x.com/dickiebush/sta…
This pairs nicely with point number 7. If it's something really important, write it, give it a day, edit it, then send it to a colleague.
Here's how Tim Ferriss requests edits:
x.com/dickiebush/sta…
12
9. Before you send your letter or memo, make sure it is crystal clear what you want the recipient to do.
So simple, but easy to forget.
Put yourself in the reader's shoes and identify exactly the next step they should take after reading.
Then, articulate those steps for them.
So simple, but easy to forget.
Put yourself in the reader's shoes and identify exactly the next step they should take after reading.
Then, articulate those steps for them.
13
10. If you want ACTION, don't write. Go and tell the guy what you want.
Last and most importantly, writing is never a replacement for a targeted conversation.
In fact, most emails and messages should be direct conversations, especially ones that require action.
Last and most importantly, writing is never a replacement for a targeted conversation.
In fact, most emails and messages should be direct conversations, especially ones that require action.
14
That's it!
Staple these to your desktop:
• Never use jargon
• Use shorter words
• Write how you talk
• Check your quotations
• Read "Writing That Works"
• Give your writing time to breathe
• Get edits on important messages
• Never write more than two pages
Staple these to your desktop:
• Never use jargon
• Use shorter words
• Write how you talk
• Check your quotations
• Read "Writing That Works"
• Give your writing time to breathe
• Get edits on important messages
• Never write more than two pages
15
The quickest way to master these tips?
Start writing online.
Here's a free, 5-day email course & 13,000-word Ultimate Guide on how to get started: x.startwritingonline.com/?utm_source=di…
Start writing online.
Here's a free, 5-day email course & 13,000-word Ultimate Guide on how to get started: x.startwritingonline.com/?utm_source=di…
16
Thanks for reading!
If you enjoyed this, then follow me @dickiebush for more posts on digital writing.
Then, I'd appreciate it if you jumped back to the top and reposted the first post to share it with others:
x.com/dickiebush/sta…
If you enjoyed this, then follow me @dickiebush for more posts on digital writing.
Then, I'd appreciate it if you jumped back to the top and reposted the first post to share it with others:
x.com/dickiebush/sta…