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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
Information
Consumer
Wife
Insult
Give
Assume
Vapid
Anything
Consumers
Slogan
Giving
Assuming
Adjectives
Intelligence
Moron
Mere
Slogans
Wants
Persuade
More quotes by David Ogilvy
What you learn is more important than what you earn.
David Ogilvy
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.
David Ogilvy
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
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
The best ideas come as jokes. Make your thinking as funny as possible.
David Ogilvy
In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
David Ogilvy
Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.
David Ogilvy
I always said that mega-mergers were for megalomaniacs.
David Ogilvy
A well-run restaurant is like a winning baseball team. It makes the most of every crew member's talent and takes advantage of every split-second opportunity to speed up service.
David Ogilvy
Encourage innovation. Change is our lifeblood, stagnation our death knell.
David Ogilvy
I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.
David Ogilvy
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?
David Ogilvy
Every ad is an investment in the long-term image of a brand.
David Ogilvy
It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.
David Ogilvy
You can't save souls in an empty church.
David Ogilvy
Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
David Ogilvy
The manufacturer who finds himself up the creek is the short-sighted opportunist who siphons off all his advertising dollars for short-term promotions.
David Ogilvy
We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
David Ogilvy
Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
David Ogilvy
Positioning should be decided before the advertising is created
David Ogilvy
