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Writing That Works, 1981

Read it three times

Don't mumble

Lazy adjectives versus vigorous ones

Jargon arises from fear

Be specific

Quick check — Roman and Raphaelson

David Ogilvy told every employee at his agency to read this book three times. The reason: it asks the question nobody else asks. Not 'is this clear?' but 'will the reader act?' The most practical guide in the course.

David Ogilvy — the Father of Advertising — sent a memo to every employee at Ogilvy and Mather on September 7, 1982. The first line: 'Read the Roman-Raphaelson book on writing.

Kenneth Roman and Joel Raphaelson — Write for Action

<div class="simple-box-wrapper"> <div class="simple-box"> <div class="column"> <h3>Description</h3> <div class="ck-horizontal-line"><hr></div> <p>I'm a paragraph. Click to start writing that will inform, inspire, or encourage your community. We know you have so many things to share with the world. Happy editing!</p> </div> </div> </div>