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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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Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
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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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.
David Ogilvy
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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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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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It follows that unless your headline sells your product, you have wasted 90 percent of your money.
David Ogilvy
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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.
David Ogilvy
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Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.
David Ogilvy
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You make the best products you can, and you grow as fast as you deserve to.
David Ogilvy
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Ninety-nine percent of advertising doesn't sell much of anything.
David Ogilvy
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I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach.
David Ogilvy
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Leaders grasp nettles.
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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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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Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
David Ogilvy
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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.
David Ogilvy
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I always said that mega-mergers were for megalomaniacs.
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.
David Ogilvy
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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.
David Ogilvy