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Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.

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
Baby
Emotional
Friend
Proud
Words
Fear
Inclusion
Love
Headlines
Like
Darling

More quotes by David Ogilvy

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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
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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.
David Ogilvy
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If you always hire people who are bigger than you are, we shall become a company of giants
David Ogilvy
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Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.
David Ogilvy
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Compete with the immortals
David Ogilvy
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Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.
David Ogilvy
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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
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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
David Ogilvy
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The more story-appeal there is in the picture or in the photograph, the more people would look at your ad
David Ogilvy
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Consumers do not buy products. They buy product benefits.
David Ogilvy
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Lazy and superficial men and women do not produce superior work.
David Ogilvy
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Ninety-nine percent of advertising doesn't sell much of anything.
David Ogilvy
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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.
David Ogilvy
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Advertising reflects the mores of society, but it does not influence them.
David Ogilvy
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Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.
David Ogilvy
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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.
David Ogilvy
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I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
David Ogilvy
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Develop your eccentricities early, and no one will think you're going senile later in life
David Ogilvy
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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
David Ogilvy
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The consumer isn't a moron she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.
David Ogilvy