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Don’t bunt. Aim out of the ball park. Aim for the company of immortals.

David Ogilvy

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
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
DAVID OGILVY

Advertisement Buy Consumer Decision Form
Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
DAVID OGILVY

Advertising Economy Enemy Freedom Person Removal Society Transformation
Our business is infested with idiots who try to impress by using pretentious jargon.
DAVID OGILVY

Business Idiot Infest Ourselves Pretend
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
DAVID OGILVY

Big Excellence Profit Pursuit Satisfaction
Advertising reflects the mores of society, but it does not influence them.
DAVID OGILVY

Advertisement Influence Reflection Society
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
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.
DAVID OGILVY

Acceptance Attack Bad Eyes Invite Magazine Man Manner Strike
Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
DAVID OGILVY

Advertisement Campaign Exception Live Wife World
A good advertisement is one which sells the product without drawing attention to itself.
DAVID OGILVY

Advertisement Attention Draw Goodness Product Sale
What you say in advertising is more important than how you say it.
DAVID OGILVY

Advertisement Important Yourself
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
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
Advertising is only evil when it advertises evil things.
DAVID OGILVY

Advertisement Evil Limitation
Ninety-nine percent of advertising doesn’t sell much of anything.
DAVID OGILVY

Advertisement Sale
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

Don’t bunt. Aim out of the ball park. Aim for the company of immortals.

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Don’t bunt. Aim out of the ball park. Aim for the company of immortals.

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