The best ideas come as jokes. Make your thinking as funny as possible.
DAVID OGILVYThe headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.
More David Ogilvy Quotes
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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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Don’t bunt. Aim out of the ball park. Aim for the company of immortals.
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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.
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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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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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What you say in advertising is more important than how you say it.
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Never stop testing, and your advertising will never stop improving.
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If it doesn’t sell, it isn’t creative.
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A good advertisement is one which sells the product without drawing attention to itself.
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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 pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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I do not regard advertising as entertainment or an art form, but as a medium of information.
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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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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.
DAVID OGILVY