The more informative your advertising, the more persuasive it will be.
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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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
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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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Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.
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If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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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.
DAVID OGILVY -
What you say in advertising is more important than how you say it.
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Ninety-nine percent of advertising doesn’t sell much of anything.
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Leaders grasp nettles.
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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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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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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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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.
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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