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

More quotes by David Ogilvy

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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 advertisers who believe in the selling power of jingles have never had to sell anything.
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Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
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It is the inescapable duty of management to fire incompetent people.
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A well-run restaurant is like a winning baseball team. It makes the most of every crew member's talent and takes advantage of every split-second opportunity to speed up service.
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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.
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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...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.
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We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
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I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives
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Develop your eccentricities early, and no one will think you're going senile later in life
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If you can’t advertise yourself, what hope do you have of advertising anything else?
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The more informative your advertising, the more persuasive it will be.
David Ogilvy
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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.
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Training should not be confined to trainees. It should be a continuous process, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.
David Ogilvy
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Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
David Ogilvy
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Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.
David Ogilvy
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Creativity Is a fancy word for the work we have to do by Friday.
David Ogilvy
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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
David Ogilvy
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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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