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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.

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
Headlines
Ads
David
Wrote
Come
Different
Made
Every

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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
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If you always hire people who are bigger than you are, we shall become a company of giants
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The advertisers who believe in the selling power of jingles have never had to sell anything.
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A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.
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If you can’t advertise yourself, what hope do you have of advertising anything else?
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Lazy and superficial men and women do not produce superior work.
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Leaders grasp nettles.
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Develop your eccentricities early, and no one will think you're going senile later in life
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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.
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A good advertisement is one which sells the product without drawing attention to itself.
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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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Positioning should be decided before the advertising is created
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Ninety-nine percent of advertising doesn't sell much of anything.
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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.
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What really decides consumers to buy or not to buy is the content of your advertising, not its form.
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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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Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
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Compete with the immortals
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Unless your campaign has a big idea, it will pass like a ship in the night.
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Study the methods of your competitors and do the exact opposite.
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