"Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while."
(i) Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
(ii) Never use a long word where a short one will do.
(iii) If it is possible to cut a word out, always cut it out.
(iv) Never use the passive where you can use the active.
(v) Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
(vi) Break any of these rules sooner than say anything outright barbarous.
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:
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 reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.
Never write more than two pages on any subject.
Check your quotations.
Never send a letter or a memo on the day you write it. Read it aloud the next morning—and then edit it.
If it is something important, get a colleague to improve it.
Before you send your letter or your 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.