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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?

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
Advertising
Instinct
Perhaps
Company
Future
Business
Money
Manufacturer

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Unless your campaign has a big idea, it will pass like a ship in the night.
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Never stop testing, and your advertising will never stop improving. Testing was used in advertising decades ago. The internet has made testing so easy that every online marketer can use it to improve advertising results. Google content experiment is a free tool for you to do split testing.
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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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I never write fewer than sixteen headlines for a single advertisement.
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What you learn is more important than what you earn.
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If it doesn't sell, it isn't creative.
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I prefer the discipline of knowledge to the anarchy of ignorance.
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On the average, five times as many people read the headlines as read the body copy.
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Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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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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Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
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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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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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Creativity needs discipline and freedom.
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Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
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I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.
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If you can’t advertise yourself, what hope do you have of advertising anything else?
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The consumer isn't a moron she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.
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Positioning should be decided before the advertising is created
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