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What you say in advertising is more important than how you say it.

David Ogilvy

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
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
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
DAVID OGILVY

Advertising Dangerous Enemy Ignorance Research Signal
There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.
DAVID OGILVY

Advertisement Editor Need Yourself
I do not regard advertising as entertainment or an art form, but as a medium of information.
DAVID OGILVY

Advertisement Entertainment Information Regard
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
Leaders grasp nettles.
DAVID OGILVY

Grasp Leadership One Liner
Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose the vast majority of editors are incorruptible.
DAVID OGILVY

Advertisement Corruption Editor
The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
DAVID OGILVY

Career Life Secret Time
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
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
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

Advertisement Consumer Himself Honesty Wife
Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
DAVID OGILVY

Advertisement Honesty Politics Stop
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.
DAVID OGILVY

Company Hire Inspirational People Perspective Small Thinking
What you say in advertising is more important than how you say it.
DAVID OGILVY

Advertisement Important Yourself
Our business is infested with idiots who try to impress by using pretentious jargon.
DAVID OGILVY

Business Idiot Infest Ourselves Pretend

What you say in advertising is more important than how you say it.

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What you say in advertising is more important than how you say it.

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