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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
Follows
Sells
Product
Products
Unless
Percent
Headline
Money
Headlines
Wasted

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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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You make the best products you can, and you grow as fast as you deserve to.
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When you advertise fire extinguishers, open with the fire.
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Creativity Is a fancy word for the work we have to do by Friday.
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.
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The more informative your advertising, the more persuasive it will be.
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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.
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I admire people with gentle manners who treat other people as human beings.
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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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If you always hire people who are bigger than you are, we shall become a company of giants
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Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
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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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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.
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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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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.
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What you learn is more important than what you earn.
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Many of the greatest creations of man have been inspired by the desire to make money...If Oxford undergraduates were paid for their work, I would have performed miracles of scholarship and become Regius Professor of Modern History.
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It is the inescapable duty of management to fire incompetent people.
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