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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

David Ogilvy

The advertisers who believe in the selling power of jingles have never had to sell anything.
DAVID OGILVY

Advertisement Believe Power Sale
Never stop testing, and your advertising will never stop improving.
DAVID OGILVY

Advertisement Improvement Stop Yourself
I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.
DAVID OGILVY

Drink Executive Illumination Marketing Myself Notice Research
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
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
I did not feel ‘evil’ when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years.
DAVID OGILVY

Attraction Edge Evil Feeling Help Myself Starvation Time
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
There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don’t destroy them. They lay golden eggs.
DAVID OGILVY

Agency Egg Genius Gold Man
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
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
The best ideas come as jokes. Make your thinking as funny as possible.
DAVID OGILVY

Best Funny Ideas Possible Thinking Yourself
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.
DAVID OGILVY

Goal Hire Leaving People Remark Settle Yourself
Ninety-nine percent of advertising doesn’t sell much of anything.
DAVID OGILVY

Advertisement Sale
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
What you say in advertising is more important than how you say it.
DAVID OGILVY

Advertisement Important Yourself

The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

Related Topics

Popular Authors

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