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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
Adverts
Informative
Persuasive
Marketing
Advertising
Economy

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A good advertisement is one which sells the product without drawing attention to itself.
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The more story-appeal there is in the picture or in the photograph, the more people would look at your ad
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Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.
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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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...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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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?
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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.
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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
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On the average, five times as many people read the headlines as read the body copy.
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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.
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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.
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It follows that unless your headline sells your product, you have wasted 90 percent of your money.
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Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.
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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.
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I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas
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Positioning should be decided before the advertising is created
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The best ideas come as jokes. Make your thinking as funny as possible.
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If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you
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Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.
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