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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.

David Ogilvy

The more informative your advertising, the more persuasive it will be.
DAVID OGILVY

Advertisement Information Persuasion
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
Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
DAVID OGILVY

Abstract Illustration Manufacturer Myself Painting Reading
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.
DAVID OGILVY

Agency Egg Genius Gold Man
Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
DAVID OGILVY

Company Goal Immortal
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.
DAVID OGILVY

Advertisement Editor Need Yourself
If it doesn’t sell, it isn’t creative.
DAVID OGILVY

Creative Sale
The consumer isn’t a moron; she is your wife.
DAVID OGILVY

Consumer Herself Wife
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.
DAVID OGILVY

Advertisement Family Myself Reading Writing
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
A good advertisement is one which sells the product without drawing attention to itself.
DAVID OGILVY

Advertisement Attention Draw Goodness Product Sale
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
What you say in advertising is more important than how you say it.
DAVID OGILVY

Advertisement Important Yourself
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
Our business is infested with idiots who try to impress by using pretentious jargon.
DAVID OGILVY

Business Idiot Infest Ourselves Pretend
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

Company Hire Inspirational People Perspective Small Thinking

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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Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.

Related Topics

Popular Authors

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