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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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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Really
Decides
Insightful
Consumers
Marketing
Advertising
Content
Business
Form

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Compete with the immortals
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People don't buy a new detergent because the manufacturer told a joke on television last night.
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Never stop testing, and your advertising will never stop improving. Testing was used in advertising decades ago. The internet has made testing so easy that every online marketer can use it to improve advertising results. Google content experiment is a free tool for you to do split testing.
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On the average, five times as many people read the headlines as read the body copy.
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Leaders grasp nettles.
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Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.
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Unless your campaign has a big idea, it will pass like a ship in the night.
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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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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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You make the best products you can, and you grow as fast as you deserve to.
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The business community wants remarkable advertising, but turns a cold shoulder to the kind of people who can produce it. That is why most advertisements are so infernally dull.... our business needs massive transfusions of talent. And talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels.
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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
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The best ideas come as jokes. Make your thinking as funny as possible.
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While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.
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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.
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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
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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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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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Don't hire a dog, then bark yourself
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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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