As regular readers know, this newsletter often offers ways for you to improve your writing. This month, we look to a legend in our business to get his take.

David Ogilvy (1911-1999) was a practical, no-nonsense advertising executive known to say things such as, "Our business is infested with idiots who try to impress by using pretentious jargon." Like I said, no nonsense.

His internal memos fell into the no-nonsense category, too. In 1982, Ogilvy sent a memo to all employees of his agency, Ogilvy & Mather. The memo was simply entitled "How to Write."

Some of his advice was simple: "Write the way you talk. Naturally." "Use short words, short sentences and short paragraphs." "Check your quotations."

Some of it was practical: "Never write more than two pages on any subject." "If you want ACTION, don't write. Go and tell the guy what you want."

And some of it was straight to the point: "Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass."

There was one piece of advice that was buried deep inside the memo, one I thought should have been moved closer to the top. He wrote, "Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do."

At Adams Jette, we believe this should be a consideration before you write anything that is meant to inspire action. If you want your reader to do something--such as buy your products, visit your website, join your program or make a donation--make sure you are clear about what you want that action to be.

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(Source: The unpublished David Ogilvy: A selection of his writings from the files of his partners)