Quote

The consumer isn't a moron she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.

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
Mere
Slogans
Wants
Persuade
Information
Consumer
Wife
Insult
Give
Assume
Vapid
Anything
Consumers
Slogan
Giving
Assuming
Adjectives
Intelligence
Moron

More quotes by David Ogilvy

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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.
David Ogilvy
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Every ad is an investment in the long-term image of a brand.
David Ogilvy
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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
David Ogilvy
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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
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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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
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Don't hire a dog, then bark yourself
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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Unless your campaign has a big idea, it will pass like a ship in the night.
David Ogilvy
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What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.
David Ogilvy
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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.
David Ogilvy
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Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
David Ogilvy
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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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If it doesn't sell, it isn't creative.
David Ogilvy
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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.
David Ogilvy
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Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
David Ogilvy
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People don't buy a new detergent because the manufacturer told a joke on television last night.
David Ogilvy
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Study the methods of your competitors and do the exact opposite.
David Ogilvy
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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.
David Ogilvy
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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
David Ogilvy