David Ogilvy’s Guide on “How to Write” Copy That Everyone Loves to Read
Here’s David’s exact process.
David Ogilvy, the great copywriting legend shows “How to write” copy that does wonders to you.
If you want to take your writing on next level use the 10 hints:
Here 👇
Good writing is not a natural gift. You have to learn to write well.
1. Read the Roman Raphaelson book on writing “Writing that Works".
Read it three times.
Because the more you reread the information, the better you understand and implement it in real.
The best way to learn writing is reading the same books again. And applying the lessons learned.
2. Write the way you talk.
Naturally.
Because you are a human writing for human.
Use —
- Emotions
- Learning
- Curiosity
- Stories
To drive reader to read your work.
Keep it —
- Reader friendly
- Short and simple
- Easy to understand
- Avoid fancy term & jargon
- Don’t write very long sentences that looks like paragraph.
Writing that communicate to reader in a personal level connects instantly.
3. Use short words, short sentences and short paragraphs
A long sentence bores the reader and loses readers attention.
It seems vast and scares reader, as long paragraph resembles boring history answers.
Better to use —
- Short words.
- Short sentences
- Short paragraphs
Convey your writing in eye-pleasing manner.
Because writing that is scannable and easy on the eyes stays inked in readers mind for long.
4. Never use jargon words.
You are writing to convey your message to large audience not to sound smart and flaunt your academic journals.
Because complex terms lose readers' interest and make your writing sound like a scientific journal.
Avoid words such as —
- Reconceptualize
- Demassification
- Attitudinally
- Longitudinally
- Judgementally
These are a mark of pretentious ass in David Ogilvy’s book.
Don’t write to sound smart, write to articulate your thoughts clearly.
Keep it simple and you are good to go.
5. Never write more than two pages on any subject
Content may be long form or short form.
It depends on the topic and the how long the matter will be.
But no article should be more than 5 minutes long.
Because long articles are mostly avoided.
Consider one topic at a time and write in a way that doesn’t turn off readers.
6. Check your quotations
While writing give suitable credit to the owner. Whether its a quotes, saying, stats or facts.
Cite the source carefully.
This increases your credibility and readers trust you.
Keep the information reliable and be authentic to increase your authority as a writer.
7. Don’t write and edit at same time
David Ogilvy’s exact words, “Never send letter or memo on the day you write it. Read it aloud the next morning and then edit it.”
I would sum this as —
- Write your first draft shaft
- Let your words come
- Don’t edit it instantly
- Edit after 2-3 hours
- Show no mercy
- Cut the crap
- Read loud
- Publish
Make it a ritual to read your work aloud before you hit publish.
Remove awkwardness to make your writing feel good.
8. If it is something important, get a colleague to improve it
Feedback is a great way to improve your work.
Ask for unfiltered feedback, that criticizes you to make improvements.
This lets you know which area needs and what needs to be changed.
Let your feedback make your writing free of errors.
9. Before you send your letter or memo, make sure it is crystal clear what you want the recipient to do
The message of your writing should be clear.
Avoid ambiguity. Focus on one thing at a time.
Too many concepts in same time confuse readers and make reader anxious.
Be clear with your message and don’t go off track.
Stay true to your words and present what you promised. Avoid clickbait!
10. If you want ACTION, dont write. Go and tell the guy what you want.
To drive action you need words so strong that make readers act as per your wish.
And David Ogilvy is a wizard at this art.
To drive action —
- Understand reader
- Pinpoint their pain
- Address their concerns
- Provide solution to the problem
- And create a offer so irresistible that they can’t help but buy.
These are 10 Hints of Writing that does wonder by the great David Ogilvy.
Incorporate these in your writing work to does wonders to your words.
I’m using these and the results are quite great.
Take your lessons and rock.
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Thank you for reading!
Till then take care.
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