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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
People
Copies
Advertising
Average
Five
Adverts
Read
Headlines
Times
Eighty
Body
Copy
Many
Cents
More quotes by 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
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
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
Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
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
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
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
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
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
Develop your eccentricities early, and no one will think you're going senile later in life
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
David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
David Ogilvy
There are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife.
David Ogilvy
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
The consumer isn't a moron she is your wife.
David Ogilvy
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
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.
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
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
Leaders grasp nettles.
David Ogilvy
