10 Tipps für besseres Schreiben von David Ogilvy

David OgilvyDavid Ogilvy 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.


Vor knapp 30 Jahren war allerdings Email noch nicht wirklich weit verbreitet in Unternehmen. Dennoch finde ich die Tipps durchaus sinnvoll, vor allem Punkt 10. Ach ja, und Pfeiferauchen wirkt immer sehr distinguiert, das sollte ich auch mal versuchen.

[ via 10 Tips on Writing from David Ogilvy | Brain Pickings ]

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