What you say in advertising is more important than how you say it.
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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Never stop testing, and your advertising will never stop improving.
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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.
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The advertisers who believe in the selling power of jingles have never had to sell anything.
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The consumer isn’t a moron; she is your wife.
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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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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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Our business is infested with idiots who try to impress by using pretentious jargon.
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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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The more informative your advertising, the more persuasive it will be.
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A good advertisement is one which sells the product without drawing attention to itself.
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Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
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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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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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If it doesn’t sell, it isn’t creative.
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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