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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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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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Study the methods of your competitors and do the exact opposite.
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Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
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Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.
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Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?
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Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
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While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.
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The manufacturer who finds himself up the creek is the short-sighted opportunist who siphons off all his advertising dollars for short-term promotions.
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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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...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.
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The mission of a great school is not to cram you with facts so that you can regurgitate them...This gives many boys such a distaste for learning that they never read another book as long as they live. No, the mission is to inspire you with a taste for scholarship - a taste which will last you all your life.
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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.
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Advertising reflects the mores of society, but it does not influence them.
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Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.
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I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives
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Creativity Is a fancy word for the work we have to do by Friday.
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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.
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.
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Compete with the immortals
David Ogilvy
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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
David Ogilvy