David Ogilvy Short Text No Jargon
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We like reports and correspondence to be well written, easy to read - and short. We are revolted b pseudo-academic jargon, like "attitudinal," "paradigms," "demassification," "reconceptualize," "suboptimal," "symbiotic linkage," "splinterisation," "dimensionalisation."— David Ogilvy
David Ogilvy hated fluff. He didn’t want “symbiotic linkages” or “demassification.” He wanted short, sharp, human writing.
The Marketing Lesson
This isn’t just grammar snobbery. It’s conversion optimization through clarity. Every extra syllable creates friction. Every fancy word loses readers.
Why It Works
- Clear writing builds trust
- Short words increase reading speed
- Conversational tone feels personal
- Simple messages are remembered longer
Examples
- Apple: “Think Different.” Not “Reconceptualize Creativity.”
- Nike: “Just Do It.” Three words. Billion-dollar meaning.
- Basecamp: “Software that makes running your business less crazy.”
- Hemingway App slogan: “Make your writing bold and clear.”
Clear beats clever every single time.
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