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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
Think
Thinking
Consumers
Advertising
Emotion
Feel
Feels

More quotes by David Ogilvy

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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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Leaders grasp nettles.
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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.
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The more story-appeal there is in the picture or in the photograph, the more people would look at your ad
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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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Creativity needs discipline and freedom.
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We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.
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No sale, no commission. No commission, no eat. That made an impression on me.
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You make the best products you can, and you grow as fast as you deserve to.
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The best ideas come as jokes. Make your thinking as funny as possible.
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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.
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The consumer isn't a moron she is your wife.
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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.
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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.
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I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
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I admire people with gentle manners who treat other people as human beings.
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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
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The best idea is the simplest.
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Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
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The advertisers who believe in the selling power of jingles have never had to sell anything.
David Ogilvy