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Use the language of everyday speech, not that of spokesmen, lawyers, or bureaucrats.

Do not be hectoring or arrogant. Those who disagree with you are not necessarily stupid or insane. Nobody needs to be described as silly: Let your analysis prove that he is.

Don’t boast of your own cleverness by telling readers you correctly predicted something or that you have a scoop. You are more likely to bore or irritate than to impress them. …

The introduction to the latest edition affirms the importance of good writing:

On only two scores can The Economist outdo its rivals consistently. One is the quality of its analysis. The other is the quality of its writing.

Amen.

Acknowledgments

With thanks to our new e-pals and others who contributed their wisdom and experience to this edition:

Seth Alpert, John Bernstein, Drayton Bird, Albie Collins, Jim Colosi, Scott Cutler, Ron Daniel, Terri Dial, Dio Dipasupil, Ron Eller, Qazi Fazal, Manny Fernandez, David Frieder, France Gingras, Greg Hackney, Harold Kahn, Mike Kelley, Peter Larson, Giancarlo Livraghi, Murray Low, Pete Lupo, Dudley Lyons, Toni Maloney, Louise McGinnes, Kent Mitchel, Jane O’Connell, Matthew Raphaelson, Charles Rashall, Chris Reid, Mike Reynolds, Mike Roberts, Karen Rosa, Randall Rothenberg, Angus Russell, Jason Spero, Bob Stearns, Michael Trent, David Vining, Ray Wareham, Bill Wright.

ABOUT THE AUTHORS

The authors worked together at Ogilvy & Mather Worldwide, a major advertising agency noted for its interest in good writing. They have left the advertising business but rejoin on projects like this.

KENNETH ROMAN, a former chairman and CEO of Ogilvy, is active on corporate and nonprofit boards, where he sees lots of business writing — and its abuse. He is also the coauthor of How to Advertise.

JOEL RAPHAELSON, a former Executive Creative Director at Ogilvy, is mostly retired but rouses himself from time to time to write about writing and other subjects.

The authors also worked together on The Unpublished David Ogilvy, edited by Mr. Raphaelson (and abetted by Mr. Roman).

Visit www.AuthorTracker.com for exclusive information on your favorite HarperCollins author.

PRAISE FOR

Writing That Works, 3rd Edition

“This is the best all-purpose writing guide I’ve ever seen.”

— LAWRENCE T. BABBIO, JR.

president and COO, Bell Atlantic Corporation

“Effective writing skills are invaluable in today’s business world — but they’re also in short supply. In this concise book, Kenneth Roman and Joel Raphaelson offer an abundance of practical tips for helping your written and oral communications get the results you want.”

— WILLIAM C. STEERE, JR.

chairman and CEO, Pfizer, Inc.

“Clear, concise communications that make the right point will launch your career or business to new heights. This book will show you how.”

— ROBERT SEELERT

chairman, Saatchi & Saatchi PLC

“In advertising, the challenge is to find the one simple, inspired thought that makes a consumer buy a product. This book helps all of us in the business world use the same discipline when we communicate our own thoughts to each other.”

— PETER GEORGESCU

chairman emeritus, Young & Rubicam Inc.

“If you write and want to be understood, you need Writing That Works. An essential primer on how to communicate and be understood, this book should be on every communicator’s desk.”

— PETER LARSON

chairman and chief executive, Brunswick Corporation

“Roman and Raphaelson have done it again. Few people are able to keep up with the times as they do. A must-read for the new E-mail crowd.”

— MANNY FERNANDEZ

chairman, Gartner Group

“Read this book. Write for action!”

— JEFFREY L. BLEUSTEIN

chairman and CEO, Harley-Davidson, Inc.

“Ken Roman and Joel Raphaelson’s Writing That Works works. Whether you are writing a brief e-mail or a lengthy report, it provides clear and concise ideas for improving your written communications.”

— JAY W. LORSCH

Louise E. Kirstein