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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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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Reader
Copies
Stadium
Alone
Letter
Client
Though
Addresses
Stadiums
Read
Pretend
Gathered
Business
Readers
Copy
Together
Marketing
Clients
Writing
Advertising
Behalf
People
Letters
Address
More quotes by David Ogilvy
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
You make the best products you can, and you grow as fast as you deserve to.
David Ogilvy
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.
David Ogilvy
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.
David Ogilvy
Leaders grasp nettles.
David Ogilvy
Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
David Ogilvy
The more story-appeal there is in the picture or in the photograph, the more people would look at your ad
David Ogilvy
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
David Ogilvy
No sale, no commission. No commission, no eat. That made an impression on me.
David Ogilvy
The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
David Ogilvy
Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.
David Ogilvy
Write the way you talk. Naturally.
David Ogilvy
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
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
David Ogilvy
I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.
David Ogilvy
You can't save souls in an empty church.
David Ogilvy
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.
David Ogilvy
Big ideas are usually simple ideas.
David Ogilvy
When you advertise fire extinguishers, open with the fire.
David Ogilvy
You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.
David Ogilvy
