Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
DAVID OGILVYThe advertisers who believe in the selling power of jingles have never had to sell anything.
More David Ogilvy Quotes
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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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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.
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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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The more informative your advertising, the more persuasive it will be.
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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.
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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 is only evil when it advertises evil things.
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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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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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Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
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The advertisers who believe in the selling power of jingles have never had to sell anything.
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Ninety-nine percent of advertising doesn’t sell much of anything.
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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.
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Advertising reflects the mores of society, but it does not influence them.
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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
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Our business is infested with idiots who try to impress by using pretentious jargon.
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Leaders grasp nettles.
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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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It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially – like inviting a man to dinner then spitting in his eye.
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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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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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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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The best ideas come as jokes. Make your thinking as funny as possible.
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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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Never stop testing, and your advertising will never stop improving.
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If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
DAVID OGILVY