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If it doesn’t sell, it isn’t creative.

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
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
DAVID OGILVY

Advertisement Brand Complex Contribution Image
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
In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
DAVID OGILVY

Business Creativity Original Thinking World Yourself
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.
DAVID OGILVY

Advertisement Avoid Awkward Cash Client Factor Myself Purpose
Never stop testing, and your advertising will never stop improving.
DAVID OGILVY

Advertisement Improvement Stop Yourself
Many people – and I think I am one of them – are more productive when they’ve had a little to drink. I find if I drink two or three brandies, I’m far better able to write.
DAVID OGILVY

Drink Myself People Product Thinking Writing
The advertisers who believe in the selling power of jingles have never had to sell anything.
DAVID OGILVY

Advertisement Believe Power Sale
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
What you say in advertising is more important than how you say it.
DAVID OGILVY

Advertisement Important Yourself
Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
DAVID OGILVY

Development People Thinking Young Yourself
Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
DAVID OGILVY

Advertisement Campaign Exception Live Wife World
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

Creative Genius Leaving Reputation Surround Yourself
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
DAVID OGILVY

Advertising Dangerous Enemy Ignorance Research Signal
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
Ninety-nine percent of advertising doesn’t sell much of anything.
DAVID OGILVY

Advertisement Sale

If it doesn’t sell, it isn’t creative.

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If it doesn’t sell, it isn’t creative.

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