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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
Product
Products
Unless
Percent
Headline
Money
Headlines
Wasted
Follows
Sells
More quotes by David Ogilvy
What you learn is more important than what you earn.
David Ogilvy
Unless your campaign has a big idea, it will pass like a ship in the night.
David Ogilvy
Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
David Ogilvy
Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
David Ogilvy
David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
David Ogilvy
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
David Ogilvy
It is the inescapable duty of management to fire incompetent people.
David Ogilvy
The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
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
Big ideas are usually simple ideas.
David Ogilvy
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
David Ogilvy
If you always hire people who are bigger than you are, we shall become a company of giants
David Ogilvy
Compete with the immortals
David Ogilvy
The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.
David Ogilvy
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.
David Ogilvy
If you can’t advertise yourself, what hope do you have of advertising anything else?
David Ogilvy
...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.
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
