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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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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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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.
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A good advertisement is one which sells the product without drawing attention to itself.
David Ogilvy
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When you advertise fire extinguishers, open with the fire.
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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
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I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.
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On the average, five times as many people read the headlines as read the body copy.
David Ogilvy
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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
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If you always hire people who are bigger than you are, we shall become a company of giants
David Ogilvy
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Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
David Ogilvy
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Advertising reflects the mores of society, but it does not influence them.
David Ogilvy
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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.
David Ogilvy
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The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.
David Ogilvy
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If you can’t advertise yourself, what hope do you have of advertising anything else?
David Ogilvy
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The consumer isn't a moron she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.
David Ogilvy
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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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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
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Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I know brilliant men who have lost every account they have ever handled.
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