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 OGILVYThe pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
More David Ogilvy Quotes
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Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
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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.
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First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it.
DAVID OGILVY -
Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine.
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Advertising is only evil when it advertises evil things.
DAVID OGILVY -
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
DAVID OGILVY -
The best ideas come as jokes. Make your thinking as funny as possible.
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Never stop testing, and your advertising will never stop improving.
DAVID OGILVY -
The advertisers who believe in the selling power of jingles have never had to sell anything.
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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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Advertising reflects the mores of society, but it does not influence them.
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Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.
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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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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.
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Leaders grasp nettles.
DAVID OGILVY