The best ideas come as jokes. Make your thinking as funny as possible.
DAVID OGILVYIt 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.
More David Ogilvy Quotes
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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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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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There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.
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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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Our business is infested with idiots who try to impress by using pretentious jargon.
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Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
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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.
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Leaders grasp nettles.
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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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Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
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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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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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Advertising is only evil when it advertises evil things.
DAVID OGILVY