Quote

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

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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
Start
Proof
Plumber
Success
Leaving
Artwork
Often
Tools
Schedules
Right
Research
Documents
Like
Depends
Arrive
Behinds
Etc
Plumbers
Behind
Meeting
Charts
Present
Meetings
Proofs

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Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.
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What you learn is more important than what you earn.
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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.
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Study the methods of your competitors and do the exact opposite.
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Every ad is an investment in the long-term image of a brand.
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Readers travel so fast they don't stop to decipher the meaning of obscure headlines.
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Never stop testing, and your advertising will never stop improving. Testing was used in advertising decades ago. The internet has made testing so easy that every online marketer can use it to improve advertising results. Google content experiment is a free tool for you to do split testing.
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The consumer isn't a moron she is your wife.
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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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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.
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What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.
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If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible.
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The best idea is the simplest.
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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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Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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Creativity Is a fancy word for the work we have to do by Friday.
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People don't buy a new detergent because the manufacturer told a joke on television last night.
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It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
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