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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
The advertisers who believe in the selling power of jingles have never had to sell anything.
David Ogilvy
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.
David Ogilvy
I prefer the discipline of knowledge to the anarchy of ignorance.
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
Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
David Ogilvy
Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.
David Ogilvy
...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.
David Ogilvy
I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
David Ogilvy
You can't save souls in an empty church.
David Ogilvy
Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
David Ogilvy
Consumers don't think how they feel. They don't say what they think and they don't do what they say.
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
It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.
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
My motto has always been: Only first class business and that in a first class way
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
Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I know brilliant men who have lost every account they have ever handled.
David Ogilvy
The more story-appeal there is in the picture or in the photograph, the more people would look at your ad
David Ogilvy
Big ideas are usually simple ideas.
David Ogilvy
I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.
David Ogilvy
