What really decides consumers to buy or not to buy is the content of your advertising, not its form.
DAVID OGILVYEvery advertisement should be thought of as a contribution to the complex symbol which is the brand image.
More David Ogilvy Quotes
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Never stop testing, and your advertising will never stop improving.
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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.
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Ninety-nine percent of advertising doesn’t sell much of anything.
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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.
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Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.
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There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.
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In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
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Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
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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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What you say in advertising is more important than how you say it.
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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.
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Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
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You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
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Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.
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The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
DAVID OGILVY