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There are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife.
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
Superior
Premium
Superiors
Moron
Favors
Trend
Consumers
Consumer
Products
Prices
Wife
Signs
Trends
Favor
More quotes by David Ogilvy
Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
David Ogilvy
Tell the truth, but make the truth fascinating.
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 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
Ninety-nine percent of advertising doesn't sell much of anything.
David Ogilvy
Set exorbitant standards, and give your people hell when they don't live up to them. There is nothing so demoralizing as a boss who tolerates second rate work.
David Ogilvy
The more story-appeal there is in the picture or in the photograph, the more people would look at your ad
David Ogilvy
It is the inescapable duty of management to fire incompetent people.
David Ogilvy
In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
David Ogilvy
The best ideas come as jokes. Make your thinking as funny as possible.
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
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.
David Ogilvy
It follows that unless your headline sells your product, you have wasted 90 percent of your money.
David Ogilvy
David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
David Ogilvy
Unless your campaign has a big idea, it will pass like a ship in the night.
David Ogilvy
Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
David Ogilvy
The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.
David Ogilvy
The success of a meeting often depends on having the right documents - proofs, artwork, schedules, research charts, etc. - present at the start of the meeting. All too often we arrive like plumbers, leaving our tools behind.
David Ogilvy
The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
David Ogilvy
The more informative your advertising, the more persuasive it will be.
David Ogilvy
