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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.
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
Whether
Stealing
Might
Stopped
Many
Advertising
Manufacturers
Really
Sells
Vaguely
Product
Secretly
Products
Competitors
Afraid
Steal
Question
March
More quotes by David Ogilvy
Consumers don't think how they feel. They don't say what they think and they don't do what they say.
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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.
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If it doesn't sell, it isn't creative.
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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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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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If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.
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.
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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
At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.
David Ogilvy
If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.
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The advertisers who believe in the selling power of jingles have never had to sell anything.
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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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I prefer the discipline of knowledge to the anarchy of ignorance.
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Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.
David Ogilvy
It follows that unless your headline sells your product, you have wasted 90 percent of your money.
David Ogilvy
Ninety-nine percent of advertising doesn't sell much of anything.
David Ogilvy
If you can’t advertise yourself, what hope do you have of advertising anything else?
David Ogilvy
It is the inescapable duty of management to fire incompetent people.
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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.
David Ogilvy
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
David Ogilvy
