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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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It follows that unless your headline sells your product, you have wasted 90 percent of your money.
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If it doesn't sell, it isn't creative.
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You make the best products you can, and you grow as fast as you deserve to.
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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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Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.
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I prefer the discipline of knowledge to the anarchy of ignorance.
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Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.
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Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.
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Every ad is an investment in the long-term image of a brand.
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The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response they have never tasted blood
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The success of a meeting often depends on having the right documents - proofs, artwork, schedules, research charts, etc. - present at the start of the meeting. All too often we arrive like plumbers, leaving our tools behind.
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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.
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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.
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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.
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If you can’t advertise yourself, what hope do you have of advertising anything else?
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It is the inescapable duty of management to fire incompetent people.
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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.
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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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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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