What really decides consumers to buy or not to buy is the content of your advertising, not its form.
DAVID OGILVYLike a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
More David Ogilvy Quotes
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Our business is infested with idiots who try to impress by using pretentious jargon.
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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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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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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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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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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.
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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 -
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 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.
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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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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.
DAVID OGILVY -
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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A good advertisement is one which sells the product without drawing attention to itself.
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Never stop testing, and your advertising will never stop improving.
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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.
DAVID OGILVY