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The best ideas come as jokes. Make your thinking as funny as possible.

David Ogilvy

On 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.
DAVID OGILVY

Average Money People Reading Time Yourself
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
DAVID OGILVY

Big Excellence Profit Pursuit Satisfaction
Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
DAVID OGILVY

Company Goal Immortal
The consumer isn’t a moron; she is your wife.
DAVID OGILVY

Consumer Herself Wife
It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
DAVID OGILVY

Advertisement Consumer Himself Honesty Wife
What you say in advertising is more important than how you say it.
DAVID OGILVY

Advertisement Important Yourself
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

Agency Egg Genius Gold Man
I do not regard advertising as entertainment or an art form, but as a medium of information.
DAVID OGILVY

Advertisement Entertainment Information Regard
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

Attraction Edge Evil Feeling Help Myself Starvation Time
The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
DAVID OGILVY

Career Life Secret Time
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

Important Marketing Place Product Vocabulary Word Yourself
Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
DAVID OGILVY

Advertisement Honesty Politics Stop
Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
DAVID OGILVY

Advertising Economy Enemy Freedom Person Removal Society Transformation
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

Drink Executive Illumination Marketing Myself Notice Research
If it doesn’t sell, it isn’t creative.
DAVID OGILVY

Creative Sale
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
DAVID OGILVY

Advertisement Buy Consumer Decision Form

The best ideas come as jokes. Make your thinking as funny as possible.

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The best ideas come as jokes. Make your thinking as funny as possible.

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Popular Authors

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