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Ninety-nine percent of advertising doesn't sell much of anything.
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
Anything
Ninety
Much
Advertising
Sell
Sells
Nine
Percent
Business
Doesn
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It is the inescapable duty of management to fire incompetent people.
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You make the best products you can, and you grow as fast as you deserve to.
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We exist to build the business of our clients. The recommendations we make to them should be the recommendations we would make if we owned their companies, without regard to our own short-term interest. This earns their respect, which is the greatest asset we can have.
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If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.
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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.
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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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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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I always said that mega-mergers were for megalomaniacs.
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I never write fewer than sixteen headlines for a single advertisement.
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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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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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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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On the average, five times as many people read the headlines as read the body copy.
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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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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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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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Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
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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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Consumers do not buy products. They buy product benefits.
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