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 OGILVYThe more informative your advertising, the more persuasive it will be.
More David Ogilvy Quotes
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Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left. It’s totally dishonest.
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The best ideas come as jokes. Make your thinking as funny as possible.
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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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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.
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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 headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.
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The more informative your advertising, the more persuasive it will be.
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Ninety-nine percent of advertising doesn’t sell much of anything.
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Our business is infested with idiots who try to impress by using pretentious jargon.
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If it doesn’t sell, it isn’t creative.
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Never stop testing, and your advertising will never stop improving.
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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.
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In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
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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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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
DAVID OGILVY