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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
Wife
Insult
Give
Assume
Vapid
Anything
Consumers
Slogan
Giving
Assuming
Adjectives
Intelligence
Moron
Mere
Slogans
Wants
Persuade
Information
Consumer
More quotes by David Ogilvy
What really decides consumers to buy or not to buy is the content of your advertising, not its form.
David Ogilvy
Every ad is an investment in the long-term image of a brand.
David Ogilvy
Training should not be confined to trainees. It should be a continuous process, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.
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
Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
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
I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas
David Ogilvy
Ninety-nine percent of advertising doesn't sell much of anything.
David Ogilvy
Write the way you talk. Naturally.
David Ogilvy
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
Positioning should be decided before the advertising is created
David Ogilvy
When you advertise fire extinguishers, open with the fire.
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
It follows that unless your headline sells your product, you have wasted 90 percent of your money.
David Ogilvy
You make the best products you can, and you grow as fast as you deserve to.
David Ogilvy
Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.
David Ogilvy
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.
David Ogilvy
If you always hire people who are bigger than you are, we shall become a company of giants
David Ogilvy
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
Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
David Ogilvy
