Does the piece make sense? Is the tone consistent? 5. Cultivate a Natural Voice
For a quick summary of the book's advice on how to "write better," here is a checklist derived from its core principles and from David Ogilvy’s famous 10-point memo:
To understand why Ogilvy demanded his employees read the book three times, one must understand the man. David Ogilvy was the "Father of Advertising," and he famously declared, "The better you write, the higher you go in Ogilvy & Mather. People who think well, write well." For him, sloppy writing was not just an aesthetic flaw; it was a sign of sloppy thinking, a liability that cost businesses time and money. romanraphaelson book on writing pdf better
In the corporate world, time is money. Roman and Raphaelson advocate for radical editing. If a word, sentence, or paragraph does not actively advance your argument, cut it out. Short sentences and short paragraphs win. 3. Kill the Jargon and "Corporate Speak"
Ogilvy’s advice to read the book three times wasn't about endorsing his friend's work. It was about the necessary repetition to forge a new professional instinct. The "better" PDF is not just a matter of file resolution or search functionality. The better PDF is the one you actively read, learn from, and apply. It’s the one that sits on your digital shelf and you return to again and again, not because you’re searching for a secret, but because you’re committed to the craft of getting things done with the written word. Does the piece make sense
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Avoid vague adjectives like "very" or "significantly." Instead, use exact figures (e.g., "Sales doubled to 560"). Application Across Formats Key Strategy Emails Cultivate a Natural Voice For a quick summary
Begin by telling the reader exactly where the document is going; use numbered lists to make the structure obvious.
The second reading is for study and application. Keep a digital or physical notebook. For each chapter: