The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
DAVID OGILVYThere 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.
More David Ogilvy Quotes
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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.
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The best ideas come as jokes. Make your thinking as funny as possible.
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Ninety-nine percent of advertising doesn’t sell much of anything.
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Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
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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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The advertisers who believe in the selling power of jingles have never had to sell anything.
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What you say in advertising is more important than how you say it.
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Advertising is only evil when it advertises evil things.
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You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place.
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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.
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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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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 consumer isn’t a moron; she is your wife.
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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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Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.
DAVID OGILVY