The Ogilvy way: A complete copywriting guide for DTC brands
We often hear from brands who want guidance on how to better communicate with their audience through their content.
Often, these brands unknowingly alienate their audience by:
Using industry jargon - whilst industry-specific terms may be familiar to the brand, they can alienate customers who aren't well-versed in that language. Clear, everyday language is more inclusive.
Quoting unrecognised sources - quoting obscure or unknown figures can make customers feel disconnected. To build trust, quote individuals or sources that resonate with your target audience.
Overloading with abbreviations - excessive use of abbreviations can confuse and frustrate readers. Spell out terms or provide explanations when necessary to ensure understanding.
In the world of advertising and communication, the mantra is clear: "The better you write, the higher you go in Ogilvy & Mather."
This iconic phrase, coined by advertising legend David Ogilvy, underscores the importance of effective writing in achieving success. It stands as a timeless reminder that the ability to think and write well is a valuable skill that can propel you to greater heights in any field.
So, let's delve into Ogilvy's wisdom and explore ten invaluable hints to help you become a more proficient writer.
Read the Roman-Raphaelson book on writing, three times: David Ogilvy's first tip is to immerse yourself in the classic book on writing by Roman-Raphaelson. Reading it thrice may seem excessive, but it emphasises the significance of continuous learning. Each read will uncover new insights and reinforce essential principles.
Write the way you talk, naturally: Effective writing should feel like a conversation. Avoid adopting an overly formal tone; instead, strive for clarity and authenticity. Imagine you're explaining your thoughts to a friend.
Use short words, short sentences, and short paragraphs: Simplicity is key. Long-winded sentences and complex vocabulary can confuse readers. Short, crisp language makes your writing more accessible and engaging.
Avoid jargon: Jargon words like "reconceptualise," "demassification," and "attitudinally" may sound impressive, but they often obscure your message. Don't be a pretentious wordsmith; opt for plain language.
Limit your writing to two pages: Brevity is the soul of wit. Summarise your ideas succinctly, and don't overburden your reader with lengthy documents. Respect their time.
Check your quotations: Misquoting or misattributing can damage your credibility. Always verify your sources and ensure your quotations are accurate.
Sleep on it before sending: Never rush to hit the send button. Ogilvy recommends reading your letter or memo aloud the next morning. This fresh perspective allows you to spot errors and refine your message.
Seek a colleague's input: Collaboration can enhance your writing. If the document is important, consider having a colleague review and provide feedback. A second pair of eyes can catch mistakes and offer valuable insights.
Ensure crystal clear calls-to-action: Ambiguity has no place in effective communication. Before sending your message, make it unmistakably clear what you expect the recipient to do next. Be direct and precise.
Choose action over writing: Sometimes, the most effective way to convey your message is not through writing but through direct conversation. If you need immediate action, speak with the person involved rather than relying solely on written communication.
Effective writing is a universal skill that transcends industries.
Whether you're in advertising or any other field, following these ten hints can help you communicate more clearly, connect with your audience, and achieve your goals.
Remember, the power of well-crafted words can propel you to greater heights and make your brand resonate with the people it aims to reach.
