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

David Ogilvy

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
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
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
The consumer isn’t a moron; she is your wife.
DAVID OGILVY

Consumer Herself Wife
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
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.
DAVID OGILVY

Advertisement Committee Creation Mess See Television
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
The advertisers who believe in the selling power of jingles have never had to sell anything.
DAVID OGILVY

Advertisement Believe Power Sale
Advertising reflects the mores of society, but it does not influence them.
DAVID OGILVY

Advertisement Influence Reflection Society
The more informative your advertising, the more persuasive it will be.
DAVID OGILVY

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

Advertisement Sale
Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
DAVID OGILVY

Development People Thinking Young Yourself
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
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
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
DAVID OGILVY

Advertisement Brand Complex Contribution Image

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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Popular Authors

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