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.
DAVID OGILVYDoes advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.
More David Ogilvy Quotes
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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.
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Leaders grasp nettles.
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Ninety-nine percent of advertising doesn’t sell much of anything.
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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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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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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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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
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Advertising is only evil when it advertises evil things.
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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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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 pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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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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Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
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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.
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The consumer isn’t a moron; she is your wife.
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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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I do not regard advertising as entertainment or an art form, but as a medium of information.
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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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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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The advertisers who believe in the selling power of jingles have never had to sell anything.
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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.
DAVID OGILVY -
Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.
DAVID OGILVY -
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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The best ideas come as jokes. Make your thinking as funny as possible.
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The more informative your advertising, the more persuasive it will be.
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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