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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
Advertising
Content
Business
Form
Really
Decides
Insightful
Consumers
Marketing

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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
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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 most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
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I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
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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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Advertising reflects the mores of society, but it does not influence them.
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Tell the truth, but make the truth fascinating.
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I admire people with gentle manners who treat other people as human beings.
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Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
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Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
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No sale, no commission. No commission, no eat. That made an impression on me.
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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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Compete with the immortals
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I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.
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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
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Leaders grasp nettles.
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Consumers do not buy products. They buy product benefits.
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If it doesn't sell, it isn't creative.
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If you always hire people who are bigger than you are, we shall become a company of giants
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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