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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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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Irrelevant
People
Fast
Figure
Figures
Read
Use
Headlines
Trying
Tricky
Never

More quotes by David Ogilvy

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Every ad is an investment in the long-term image of a brand.
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Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
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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.
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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
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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.
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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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I admire people with gentle manners who treat other people as human beings.
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No sale, no commission. No commission, no eat. That made an impression on me.
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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.
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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.
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Consumers do not buy products. They buy product benefits.
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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.
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You make the best products you can, and you grow as fast as you deserve to.
David Ogilvy
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The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.
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If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.
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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
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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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We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
David Ogilvy
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If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.
David Ogilvy