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Consumers don't think how they feel. They don't say what they think and they don't do what they say.

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
Emotion
Feel
Feels
Think
Thinking
Consumers
Advertising

More quotes by David Ogilvy

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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
David Ogilvy
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Lazy and superficial men and women do not produce superior work.
David Ogilvy
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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.
David Ogilvy
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I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.
David Ogilvy
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My motto has always been: Only first class business and that in a first class way
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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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Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.
David Ogilvy
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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.
David Ogilvy
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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
David Ogilvy
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We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
David Ogilvy
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Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.
David Ogilvy
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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.
David Ogilvy
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You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.
David Ogilvy
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It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.
David Ogilvy
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Positioning should be decided before the advertising is created
David Ogilvy
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Every ad is an investment in the long-term image of a brand.
David Ogilvy
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If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you nobody has ever built a brand by imitating somebody else's advertising.
David Ogilvy
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Big ideas are usually simple ideas.
David Ogilvy
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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.
David Ogilvy
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Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
David Ogilvy