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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
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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
Failure
Cereal
Failing
Consumer
Cold
Rejected
Often
Consumers
Firsts
Ten
First
Fail
Enough
Eight
Sometimes
Products
Cereals
More quotes by David Ogilvy
I admire people with gentle manners who treat other people as human beings.
David Ogilvy
I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
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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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There are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife.
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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.
David Ogilvy
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.
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.
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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.
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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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I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a bad campaign, it has been because the product did not interest me.
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Advertising reflects the mores of society, but it does not influence them.
David Ogilvy
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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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
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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
David Ogilvy
Training should not be confined to trainees. It should be a continuous process, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.
David Ogilvy
David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
David Ogilvy
Encourage innovation. Change is our lifeblood, stagnation our death knell.
David Ogilvy
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
On the average, five times as many people read the headlines as read the body copy.
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Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.
David Ogilvy
