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

David Ogilvy

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
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
Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.
DAVID OGILVY

Advertisement Corruption Editor
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 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
The best ideas come as jokes. Make your thinking as funny as possible.
DAVID OGILVY

Best Funny Ideas Possible Thinking Yourself
Advertising is only evil when it advertises evil things.
DAVID OGILVY

Advertisement Evil Limitation
Ninety-nine percent of advertising doesn’t sell much of anything.
DAVID OGILVY

Advertisement Sale
Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
DAVID OGILVY

Company Goal Immortal
You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
DAVID OGILVY

Brand Decision Image Market People Personality Place Yourself
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
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.
DAVID OGILVY

Advertisement Committee Creation Mess See Television
Advertising reflects the mores of society, but it does not influence them.
DAVID OGILVY

Advertisement Influence Reflection Society
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
What you say in advertising is more important than how you say it.
DAVID OGILVY

Advertisement Important Yourself
A good advertisement is one which sells the product without drawing attention to itself.
DAVID OGILVY

Advertisement Attention Draw Goodness Product Sale

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

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

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Popular Authors

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