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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
Products
Unless
Percent
Headline
Money
Headlines
Wasted
Follows
Sells
Product
More quotes by David Ogilvy
If you always hire people who are bigger than you are, we shall become a company of giants
David Ogilvy
No sale, no commission. No commission, no eat. That made an impression on me.
David Ogilvy
Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
David Ogilvy
Advertising reflects the mores of society, but it does not influence them.
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
A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.
David Ogilvy
Tell the truth, but make the truth fascinating.
David Ogilvy
Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
David Ogilvy
Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
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
I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
David Ogilvy
Study the methods of your competitors and do the exact opposite.
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
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.
David Ogilvy
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.
David Ogilvy
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.
David Ogilvy
At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.
David Ogilvy
You make the best products you can, and you grow as fast as you deserve to.
David Ogilvy
The more informative your advertising, the more persuasive it will be.
David Ogilvy
I always said that mega-mergers were for megalomaniacs.
David Ogilvy
