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Ten Tips on Writing from David Ogilvy

10 Tips on Writing from David Ogilvy

by

“Never write more than two pages on any subject.”

How is your new year’s resolution to read more and write better holding up? After tracing the fascinating story of the most influential writing style guide of all time and absorbing advice on writing from some of modern history’s most legendary writers, here comes some priceless and pricelessly uncompromising wisdom from a very different kind of cultural legend: iconic businessman and original “Mad Man” David Ogilvy. On September 7th, 1982, Ogilvy sent the following internal memo to all agency employees, titled “How to Write”:

The better you write, the higher you go in Ogilvy & Mather. People who think well, write well.

Woolly minded people write woolly memos, woolly letters and woolly speeches.

Good writing is not a natural gift. You have to learn to write well. Here are 10 hints:

1. Read the Roman-Raphaelson book on writing. Read it three times.

2. Write the way you talk. Naturally.

3. Use short words, short sentences and short paragraphs.

4. Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.

5. Never write more than two pages on any subject.

6. Check your quotations.

7. Never send a letter or a memo on the day you write it. Read it aloud the next morning — and then edit it.

8. If it is something important, get a colleague to improve it.

9. Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.

10. If you want ACTION, don’t write. Go and tell the guy what you want.

David

This, and much more of Ogilvy’s timeless advice, can be found in The Unpublished David Ogilvy: A Selection of His Writings from the Files of His Partners, a fine addition to my favorite famous correspondence. The book is long out of print, but you can snag a copy with some rummaging through Amazon’s second-hand copies or your favorite used bookstore.

WORK ON A COMPUTER THAT IS NOT CONNECTED TO THE INTERNET!!!

BEST. ADVICE. EVER.

^ed

Ten Tips on Writing from David Ogilvy

10 Tips on Writing from David Ogilvy

by

“Never write more than two pages on any subject.”

How is your new year’s resolution to read more and write better holding up? After tracing the fascinating story of the most influential writing style guide of all time and absorbing advice on writing from some of modern history’s most legendary writers, here comes some priceless and pricelessly uncompromising wisdom from a very different kind of cultural legend: iconic businessman and original “Mad Man” David Ogilvy. On September 7th, 1982, Ogilvy sent the following internal memo to all agency employees, titled “How to Write”:

The better you write, the higher you go in Ogilvy & Mather. People who think well, write well.

Woolly minded people write woolly memos, woolly letters and woolly speeches.

Good writing is not a natural gift. You have to learn to write well. Here are 10 hints:

1. Read the Roman-Raphaelson book on writing. Read it three times.

2. Write the way you talk. Naturally.

3. Use short words, short sentences and short paragraphs.

4. Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass.

5. Never write more than two pages on any subject.

6. Check your quotations.

7. Never send a letter or a memo on the day you write it. Read it aloud the next morning — and then edit it.

8. If it is something important, get a colleague to improve it.

9. Before you send your letter or your memo, make sure it is crystal clear what you want the recipient to do.

10. If you want ACTION, don’t write. Go and tell the guy what you want.

David

This, and much more of Ogilvy’s timeless advice, can be found in The Unpublished David Ogilvy: A Selection of His Writings from the Files of His Partners, a fine addition to my favorite famous correspondence. The book is long out of print, but you can snag a copy with some rummaging through Amazon’s second-hand copies or your favorite used bookstore.

WORK ON A COMPUTER THAT IS NOT CONNECTED TO THE INTERNET!!!

BEST. ADVICE. EVER.

^ed

Entrez Programming Utilities Help – NCBI Bookshelf -E-utiility news from the NIH

E-utility News

  • Alternative version 2.0 DocSums now available from ESummary

  • EFetch 2.0 to be released on February 15, 2012

  • Please see the Release Notes for details and changes.

The Entrez Programming Utilities (E-utilities) are a set of eight server-side programs that provide a stable interface into the Entrez query and database system at the National Center for Biotechnology Information (NCBI). The E-utilities use a fixed URL syntax that translates a standard set of input parameters into the values necessary for various NCBI software components to search for and retrieve the requested data. The E-utilities are therefore the structured interface to the Entrez system, which currently includes 38 databases covering a variety of biomedical data, including nucleotide and protein sequences, gene records, three-dimensional molecular structures, and the biomedical literature.

Contents

Entrez Programming Utilities Help – NCBI Bookshelf -E-utiility news from the NIH

E-utility News

  • Alternative version 2.0 DocSums now available from ESummary

  • EFetch 2.0 to be released on February 15, 2012

  • Please see the Release Notes for details and changes.

The Entrez Programming Utilities (E-utilities) are a set of eight server-side programs that provide a stable interface into the Entrez query and database system at the National Center for Biotechnology Information (NCBI). The E-utilities use a fixed URL syntax that translates a standard set of input parameters into the values necessary for various NCBI software components to search for and retrieve the requested data. The E-utilities are therefore the structured interface to the Entrez system, which currently includes 38 databases covering a variety of biomedical data, including nucleotide and protein sequences, gene records, three-dimensional molecular structures, and the biomedical literature.

Contents

EdTech Notebook: CoSN Picks Districts for ‘Transformation’ Project – Digital Education – Education Week

EdTech Notebook: CoSN Picks Districts for ‘Transformation’ Project

By Ian Quillen on July 13, 2012 12:24 PM

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The Consortium for School Networking this week announced the 19 school districts nationwide that it will partner with for its “Teaming for Transformation” initiative, a collaboration intended to help expedite and refine the transition of schools across the country to digital classrooms, according to a press release.

The collaborative will meet periodically online through the epic-ed Web community slated to launch in August, convene for a visit to the digitaly converted Mooresville Graded School District in North Carolina, and link up again at CoSN’s annual conference in 2013, the release says.

Of the 19 participating districts, there are three each from Indiana and Illinois, and two from Alabama and Texas.

• Meanwhile, the State Educational Technology Directors Association have elected two new board members to join its board of directors. Peter Drescher, the education technology coordinator for the Vermont education department, and Neill Kimrey, his counterpart from the North Carolina Department of Public Instruction, join the nine-member board.

• And on the online learning front, the Florida Virtual School this week launched its most recent professional development course, its first focusing exclusively on a blended learning model.

“Teaching in a Blended Model” is the fourth course in the school’s “Teach Online Series,” and may be purchased by any teacher or schools wishing to enroll. The series is an extension of the school’s internal professional development operations, something Florida Virtual and other online schools have had to develop for years in lieu of dependable outside training for future online teachers.

EdTech Notebook: CoSN Picks Districts for ‘Transformation’ Project – Digital Education – Education Week

EdTech Notebook: CoSN Picks Districts for ‘Transformation’ Project

By Ian Quillen on July 13, 2012 12:24 PM

–>

–>

–>

The Consortium for School Networking this week announced the 19 school districts nationwide that it will partner with for its “Teaming for Transformation” initiative, a collaboration intended to help expedite and refine the transition of schools across the country to digital classrooms, according to a press release.

The collaborative will meet periodically online through the epic-ed Web community slated to launch in August, convene for a visit to the digitaly converted Mooresville Graded School District in North Carolina, and link up again at CoSN’s annual conference in 2013, the release says.

Of the 19 participating districts, there are three each from Indiana and Illinois, and two from Alabama and Texas.

• Meanwhile, the State Educational Technology Directors Association have elected two new board members to join its board of directors. Peter Drescher, the education technology coordinator for the Vermont education department, and Neill Kimrey, his counterpart from the North Carolina Department of Public Instruction, join the nine-member board.

• And on the online learning front, the Florida Virtual School this week launched its most recent professional development course, its first focusing exclusively on a blended learning model.

“Teaching in a Blended Model” is the fourth course in the school’s “Teach Online Series,” and may be purchased by any teacher or schools wishing to enroll. The series is an extension of the school’s internal professional development operations, something Florida Virtual and other online schools have had to develop for years in lieu of dependable outside training for future online teachers.

More Focus on Psychological Impact of Digital Media? – Digital Education – Education Week

More Focus on Psychological Impact of Digital Media?

By Ian Quillen on June 1, 2012 5:45 PM

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Much focus in the debate over how to weave technology into education is on whether tech-based teaching methods can more effectively impart students with the skills we believe are essential than traditional methods.

But as our discussion becomes more sophisticated, expect to see more stories like we’ve seen this week, asking questions about the emotional and psychological impact of learning via digital media.

A story in Tuesday’s Sydney Morning Herald in Australia suggests that overexposure to devices such as tablet computers and smartphones, particularly at a young age, can lead to obsession or addiction, according to several mental health professionals.

At the same time, they say, suggestions on how much (or little) screen time children should spend are overly stringent and unrealistic, compounding the problem for parents and teachers trying to discern how much tech time is healthy, and how much is obsessive.

Meanwhile, in an opinion piece on our sister website, Education Week Teacher, Paul Barnwell says his own enthusiasm for many uses of educational technology has waned as the novelty wore off and students became overstimulated and distracted.

Barnwell cautions that not all uses of educational technology should be abandoned, but he favors the use of technology for student creation and production rather than instructional delivery.

And even a recent study of children age 3-6 and their reading comprehension suggests that while they are equally able to gain comprehension from both e-books and their print equivalent, they are more easily distracted when reading the e-book.

As we’ve seen with fully online and blended learning, don’t be surprised if the line also blurs between between student learning and student mental health. For example, the debate could turn to which mental-health impact is greater: the positives of improved education and thus the potential for a more successful life, or the negatives of an increasing pull toward a virtual world and away from person-to-person interaction.

More Focus on Psychological Impact of Digital Media? – Digital Education – Education Week

More Focus on Psychological Impact of Digital Media?

By Ian Quillen on June 1, 2012 5:45 PM

–>

–>

–>

Much focus in the debate over how to weave technology into education is on whether tech-based teaching methods can more effectively impart students with the skills we believe are essential than traditional methods.

But as our discussion becomes more sophisticated, expect to see more stories like we’ve seen this week, asking questions about the emotional and psychological impact of learning via digital media.

A story in Tuesday’s Sydney Morning Herald in Australia suggests that overexposure to devices such as tablet computers and smartphones, particularly at a young age, can lead to obsession or addiction, according to several mental health professionals.

At the same time, they say, suggestions on how much (or little) screen time children should spend are overly stringent and unrealistic, compounding the problem for parents and teachers trying to discern how much tech time is healthy, and how much is obsessive.

Meanwhile, in an opinion piece on our sister website, Education Week Teacher, Paul Barnwell says his own enthusiasm for many uses of educational technology has waned as the novelty wore off and students became overstimulated and distracted.

Barnwell cautions that not all uses of educational technology should be abandoned, but he favors the use of technology for student creation and production rather than instructional delivery.

And even a recent study of children age 3-6 and their reading comprehension suggests that while they are equally able to gain comprehension from both e-books and their print equivalent, they are more easily distracted when reading the e-book.

As we’ve seen with fully online and blended learning, don’t be surprised if the line also blurs between between student learning and student mental health. For example, the debate could turn to which mental-health impact is greater: the positives of improved education and thus the potential for a more successful life, or the negatives of an increasing pull toward a virtual world and away from person-to-person interaction.

The screens that are stealing childhood: The new digital reality

Parents need to be vigilant about the effects of constant stimulation, writes Andrew Stevenson

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Technology for the kids

Andrew Sidwell talks about parents setting boundaries for the amount of screen time for their children.

TAKE a look around you and, in cars, shopping centres and restaurants, chances are you’ll find young children engrossed, not in the world around them, but in their new digital reality.

Australians have smartphones and tablet computers gripped in their sweaty embrace, adopting the new internet-enabled technology as the standard operating platform for their lives, at work, home and play.

But it is not only adults who are on the iWay to permanent connection. As parents readily testify, many children don’t just use the devices, they are consumed by them.

Andrew Sidwell with his daughters Hudson age 7 and Lola age 4 playing with their ipads... for case study on parents setting boundaries for the ammount of screen time for their children..taken at their Maroubra homesmh newsphotos Ben RushtonWednesday May 16 2012

Keep talking … Andrew Sidwell and his daughters – Hudson, 7, and Lola, 4, using tablets at their home in Maroubra. Photo: Ben Rushton

”These devices have an almost obsessive pull towards them,” says Larry Rosen, professor of psychology at California State University and author of iDisorder: Understanding Our Obsession with Technology and Overcoming its Hold on Us.

”How can you expect the world to compete with something like an iPad3 with a high-definition screen, clear video and lots of interactivity? How can anything compete with that? There’s certainly no toy that can.

”Even old people like me can’t stop themselves from tapping their pocket to make sure their iPhone is there. Imagine a teenager, even a pre-teen, who’s grown up with these devices attached at the hip 24/7 and you end up with what I think is a problem.”

The technology has been absorbed so comprehensively that the jury on the potential impact on young people is not just out, it’s yet to be empanelled.

”The million-dollar question is whether there are risks in the transfer of real time to online time and the answer is that we just don’t know,” says Andrew Campbell, a child and adolescent psychologist.

Media convergence means that everything from War and Peace, television, movies, video, computer games and the internet – all with potentially different effects on a child’s brain – are available on the same device.

Parents used to worry only about TV use. Now school students’ screen use may begin at home with TV in the morning, continue with interactive whiteboards, laptops and computers in class, smartphones at lunch and on the bus, and continue at home with TV, computer, phone and tablet. Wayne Warburton, a psychologist at Macquarie University, says US studies show that beyond the school gates, teenagers are using screens or listening to music for more than 7½ hours a day. In Australia it is more than five hours and rising.

Authoritative standards on appropriate levels of use are limited. The American Academy of Paediatrics recommends parents discourage TV for children under two and limit screen time for older children to less than two hours a day.

The guidelines, says Professor Rosen, are ”ludicrous” but the need for them and constant communication with young people about technology and how they use it, remains. ”It’s no longer OK to start talking to your kids about technology when they’re in their teens. You have to start talking to them about it as soon as you hand them your iPhone or let them watch television or Skype with grandma,” he says.

He suggests a ratio of screen time to other activities of 1:5 for very young children, 1:1 for pre-teens and 5:1 for teenagers. Parents should have weekly talks with their children from the start, looking for signs of obsession, addiction and lack of attention.

Dr Warburton, the author of a book on media use, Growing Up Fast and Furious, says evidence is emerging to link screen use with disrupted sleep patterns and attention deficit problems.

”Parents say to me they would love to put some limits on their kids’ media use but that it is so much a part of their identity – playing the same games as their friends, being involved with the same media – that they feel they would be losing friends, losing identity and having problems if they didn’t have access,” he says.

Dr Warburton says parents struggle to limit access and, increasingly, so do children. Research shows 8 per cent of video game players aged eight to 18 find it has a negative effect on their lives.

Gemma Ackroyd, the principal at Lane Cove Public School, is concerned about the ”amount of visual stimulus” children receive and worries that they increasingly require it to engage in learning.

”I’m worried about a loss of time spent thinking creatively and thinking imaginatively because all the time there has to be visual stimulus, otherwise [they say] ‘I’m bored’,” she says.

Primary-school children can be ”very savvy but very naive”, she says. ”There is a great need for parents to be very vigilant about the use of all this technology, to set very strict parameters.”

edu@smh.com.au

The screens that are stealing childhood: The new digital reality

Parents need to be vigilant about the effects of constant stimulation, writes Andrew Stevenson

Video settings

Please Log in to update your video settings

Video will begin in 5 seconds.

Video settings

Please Log in to update your video settings

Technology for the kids

Andrew Sidwell talks about parents setting boundaries for the amount of screen time for their children.

TAKE a look around you and, in cars, shopping centres and restaurants, chances are you’ll find young children engrossed, not in the world around them, but in their new digital reality.

Australians have smartphones and tablet computers gripped in their sweaty embrace, adopting the new internet-enabled technology as the standard operating platform for their lives, at work, home and play.

But it is not only adults who are on the iWay to permanent connection. As parents readily testify, many children don’t just use the devices, they are consumed by them.

Andrew Sidwell with his daughters Hudson age 7 and Lola age 4 playing with their ipads... for case study on parents setting boundaries for the ammount of screen time for their children..taken at their Maroubra homesmh newsphotos Ben RushtonWednesday May 16 2012

Keep talking … Andrew Sidwell and his daughters – Hudson, 7, and Lola, 4, using tablets at their home in Maroubra. Photo: Ben Rushton

”These devices have an almost obsessive pull towards them,” says Larry Rosen, professor of psychology at California State University and author of iDisorder: Understanding Our Obsession with Technology and Overcoming its Hold on Us.

”How can you expect the world to compete with something like an iPad3 with a high-definition screen, clear video and lots of interactivity? How can anything compete with that? There’s certainly no toy that can.

”Even old people like me can’t stop themselves from tapping their pocket to make sure their iPhone is there. Imagine a teenager, even a pre-teen, who’s grown up with these devices attached at the hip 24/7 and you end up with what I think is a problem.”

The technology has been absorbed so comprehensively that the jury on the potential impact on young people is not just out, it’s yet to be empanelled.

”The million-dollar question is whether there are risks in the transfer of real time to online time and the answer is that we just don’t know,” says Andrew Campbell, a child and adolescent psychologist.

Media convergence means that everything from War and Peace, television, movies, video, computer games and the internet – all with potentially different effects on a child’s brain – are available on the same device.

Parents used to worry only about TV use. Now school students’ screen use may begin at home with TV in the morning, continue with interactive whiteboards, laptops and computers in class, smartphones at lunch and on the bus, and continue at home with TV, computer, phone and tablet. Wayne Warburton, a psychologist at Macquarie University, says US studies show that beyond the school gates, teenagers are using screens or listening to music for more than 7½ hours a day. In Australia it is more than five hours and rising.

Authoritative standards on appropriate levels of use are limited. The American Academy of Paediatrics recommends parents discourage TV for children under two and limit screen time for older children to less than two hours a day.

The guidelines, says Professor Rosen, are ”ludicrous” but the need for them and constant communication with young people about technology and how they use it, remains. ”It’s no longer OK to start talking to your kids about technology when they’re in their teens. You have to start talking to them about it as soon as you hand them your iPhone or let them watch television or Skype with grandma,” he says.

He suggests a ratio of screen time to other activities of 1:5 for very young children, 1:1 for pre-teens and 5:1 for teenagers. Parents should have weekly talks with their children from the start, looking for signs of obsession, addiction and lack of attention.

Dr Warburton, the author of a book on media use, Growing Up Fast and Furious, says evidence is emerging to link screen use with disrupted sleep patterns and attention deficit problems.

”Parents say to me they would love to put some limits on their kids’ media use but that it is so much a part of their identity – playing the same games as their friends, being involved with the same media – that they feel they would be losing friends, losing identity and having problems if they didn’t have access,” he says.

Dr Warburton says parents struggle to limit access and, increasingly, so do children. Research shows 8 per cent of video game players aged eight to 18 find it has a negative effect on their lives.

Gemma Ackroyd, the principal at Lane Cove Public School, is concerned about the ”amount of visual stimulus” children receive and worries that they increasingly require it to engage in learning.

”I’m worried about a loss of time spent thinking creatively and thinking imaginatively because all the time there has to be visual stimulus, otherwise [they say] ‘I’m bored’,” she says.

Primary-school children can be ”very savvy but very naive”, she says. ”There is a great need for parents to be very vigilant about the use of all this technology, to set very strict parameters.”

edu@smh.com.au