Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
DAVID OGILVYOn the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
More David Ogilvy Quotes
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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
DAVID OGILVY -
Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
DAVID OGILVY -
If it doesn’t sell, it isn’t creative.
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A good advertisement is one which sells the product without drawing attention to itself.
DAVID OGILVY -
There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don’t destroy them. They lay golden eggs.
DAVID OGILVY -
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
DAVID OGILVY -
The consumer isn’t a moron; she is your wife.
DAVID OGILVY -
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
DAVID OGILVY -
I did not feel ‘evil’ when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years.
DAVID OGILVY -
I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.
DAVID OGILVY -
The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.
DAVID OGILVY -
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
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I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.
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Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
DAVID OGILVY