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On the average, five times as many people read the headlines as read the body copy.
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
Five
Adverts
Read
Headlines
Times
Eighty
Body
Copy
Many
Cents
People
Copies
Advertising
Average
More quotes by David Ogilvy
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
David Ogilvy
Consumers do not buy products. They buy product benefits.
David Ogilvy
My motto has always been: Only first class business and that in a first class way
David Ogilvy
It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
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
We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
David Ogilvy
Creativity Is a fancy word for the work we have to do by Friday.
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
I prefer the discipline of knowledge to the anarchy of ignorance.
David Ogilvy
A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.
David Ogilvy
Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
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
Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
David Ogilvy
It follows that unless your headline sells your product, you have wasted 90 percent of your money.
David Ogilvy
The business community wants remarkable advertising, but turns a cold shoulder to the kind of people who can produce it. That is why most advertisements are so infernally dull.... our business needs massive transfusions of talent. And talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels.
David Ogilvy
The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
David Ogilvy
I never write fewer than sixteen headlines for a single advertisement.
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
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
Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
David Ogilvy
