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The more informative your advertising, the more persuasive it will be.
David Ogilvy
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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Economy
Adverts
Informative
Persuasive
Marketing
Advertising
More quotes by David Ogilvy
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
Study the methods of your competitors and do the exact opposite.
David Ogilvy
Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.
David Ogilvy
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
If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.
David Ogilvy
It follows that unless your headline sells your product, you have wasted 90 percent of your money.
David Ogilvy
We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.
David Ogilvy
I always said that mega-mergers were for megalomaniacs.
David Ogilvy
Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.
David Ogilvy
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
The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response they have never tasted blood
David Ogilvy
...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.
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Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.
David Ogilvy
The mission of a great school is not to cram you with facts so that you can regurgitate them...This gives many boys such a distaste for learning that they never read another book as long as they live. No, the mission is to inspire you with a taste for scholarship - a taste which will last you all your life.
David Ogilvy
The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.
David Ogilvy
Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I know brilliant men who have lost every account they have ever handled.
David Ogilvy
I prefer the discipline of knowledge to the anarchy of ignorance.
David Ogilvy
My motto has always been: Only first class business and that in a first class way
David Ogilvy
On the average, five times as many people read the headlines as read the body copy.
David Ogilvy
The advertisers who believe in the selling power of jingles have never had to sell anything.
David Ogilvy