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It follows that unless your headline sells your product, you have wasted 90 percent of your money.
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
Unless
Percent
Headline
Money
Headlines
Wasted
Follows
Sells
Product
Products
More quotes by David Ogilvy
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.
David Ogilvy
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.
David Ogilvy
Lazy and superficial men and women do not produce superior work.
David Ogilvy
I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
David Ogilvy
Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
David Ogilvy
The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.
David Ogilvy
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.
David Ogilvy
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
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
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.
David Ogilvy
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.
David Ogilvy
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.
David Ogilvy
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.
David Ogilvy
Advertising reflects the mores of society, but it does not influence them.
David Ogilvy
Big ideas are usually simple ideas.
David Ogilvy
The consumer isn't a moron she is your wife.
David Ogilvy
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
David Ogilvy
I never write fewer than sixteen headlines for a single advertisement.
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
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
