In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
DAVID OGILVYNever stop testing, and your advertising will never stop improving.
More David Ogilvy Quotes
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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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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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The more informative your advertising, the more persuasive it will be.
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Advertising reflects the mores of society, but it does not influence them.
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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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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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What you say in advertising is more important than how you say it.
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The consumer isn’t a moron; she is your wife.
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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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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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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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Ninety-nine percent of advertising doesn’t sell much of anything.
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Leaders grasp nettles.
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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 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