How to stack the odds in your favor
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If you’re going to gamble, stack the odds in your favor.
David Ogilvy, the father of modern advertising wrote an internal memo to his staff in 1982 titled "How to Write" and it’s a masterclass...
Read the Roman-Raphaelson book on writing. Read it three times.
Write the way you talk. Naturally.
Use short words, short sentences, and short paragraphs.
Never use jargon words like "reconceptualizes, demassification, attitudinally, judgmentally."
Never write more than two pages on any subject.
Check your quotations.
Never send a letter or memo on the day you write it. Read it aloud the next morning, then edit it.
If it's something important, get a colleague to improve it.
Before you send your letter or memo, make sure it is crystal clear what you want the recipient to do.
If you want ACTION, don't write. Go and tell the guy what you want.
We are drowning in words, a lot of it AI slop. Inboxes, decks, Slack threads, performance reviews, status updates, all competing for the same shrinking attention span.
You probably got three emails while you have been reading this.
Most of it gets skimmed. Some of it gets ignored. Very little of it actually moves people.
The antidote isn't more, it’s actually less, which requires more thought and effort on the writer’s part.
Ogilvy's rule #10 is the one leaders need most: If you want action, stop writing. Go talk to them.
Every email you send instead of a conversation is a gamble, on their interpretation, their mood, their bandwidth.
Write less. Say more. Make it clear what you want them to do.
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