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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

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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
Sells
Product
Products
Week
Brewer
Every
Brewers
Never
Beer
People
Advertising

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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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We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
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Don't hire a dog, then bark yourself
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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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The consumer isn't a moron she is your wife.
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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
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Study the methods of your competitors and do the exact opposite.
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My motto has always been: Only first class business and that in a first class way
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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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Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
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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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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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Consumers don't think how they feel. They don't say what they think and they don't do what they say.
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If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you
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Consumers do not buy products. They buy product benefits.
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What you learn is more important than what you earn.
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Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.
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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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Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.
David Ogilvy