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David Ogilvy Inspirational Quotes (116)

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Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
David Ogilvy
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If you can’t advertise yourself, what hope do you have of advertising anything else?
David Ogilvy
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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
David Ogilvy
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What really decides consumers to buy or not to buy is the content of your advertising, not its form.
David Ogilvy
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Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
David Ogilvy
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Compete with the immortals
David Ogilvy
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There are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife.
David Ogilvy
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Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
David Ogilvy
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A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.
David Ogilvy
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The consumer isn't a moron she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.
David Ogilvy
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The success of a meeting often depends on having the right documents - proofs, artwork, schedules, research charts, etc. - present at the start of the meeting. All too often we arrive like plumbers, leaving our tools behind.
David Ogilvy
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The manufacturer who finds himself up the creek is the short-sighted opportunist who siphons off all his advertising dollars for short-term promotions.
David Ogilvy
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The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.
David Ogilvy
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If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.
David Ogilvy
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Consumers do not buy products. They buy product benefits.
David Ogilvy
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...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.
David Ogilvy
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
David Ogilvy
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If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you nobody has ever built a brand by imitating somebody else's advertising.
David Ogilvy
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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.
David Ogilvy
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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.
David Ogilvy
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You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.
David Ogilvy
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At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.
David Ogilvy
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The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
David Ogilvy
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If you always hire people who are bigger than you are, we shall become a company of giants
David Ogilvy
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