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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
Body
Copy
Many
Cents
People
Copies
Advertising
Average
Five
Adverts
Read
Headlines
Times
Eighty

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Don't hire a dog, then bark yourself
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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People don't buy a new detergent because the manufacturer told a joke on television last night.
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Write the way you talk. Naturally.
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Study the methods of your competitors and do the exact opposite.
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The advertisers who believe in the selling power of jingles have never had to sell anything.
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No sale, no commission. No commission, no eat. That made an impression on me.
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When you advertise fire extinguishers, open with the fire.
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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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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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I never write fewer than sixteen headlines for a single advertisement.
David Ogilvy
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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
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Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.
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Consumers do not buy products. They buy product benefits.
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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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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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The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
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I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
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At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.
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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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