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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.

David Ogilvy

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
DAVID OGILVY

Business Creativity Original Thinking World Yourself
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
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 OGILVY

Advertisement Head Kind Product Reading Ticket
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

Drink Myself People Product Thinking Writing
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
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
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
Leaders grasp nettles.
DAVID OGILVY

Grasp Leadership One Liner
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
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
If it doesn’t sell, it isn’t creative.
DAVID OGILVY

Creative Sale
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.
DAVID OGILVY

Advertisement Avoid Awkward Cash Client Factor Myself Purpose
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
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

Believe Goodness Live Product Writing Yourself
Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
DAVID OGILVY

Advertisement Honesty Politics Stop
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.
DAVID OGILVY

Afraid Competition Manufacturer Product Question Sale Secret Stop

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.

Related Topics

Popular Authors

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.

Related Topics

Popular Authors

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