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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
Proud
Words
Fear
Inclusion
Love
Headlines
Like
Darling
Baby
Emotional
Friend

More quotes by David Ogilvy

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Candor compels me to admit that I have no conclusive research to support my view that jingles are less persuasive than the spoken word. You'd run like hell if a salesman came to your door and began singing at you. Why do it in advertising?
David Ogilvy
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I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.
David Ogilvy
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You can't save souls in an empty church.
David Ogilvy
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No sale, no commission. No commission, no eat. That made an impression on me.
David Ogilvy
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Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
David Ogilvy
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What you learn is more important than what you earn.
David Ogilvy
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Write the way you talk. Naturally.
David Ogilvy
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Advertising reflects the mores of society, but it does not influence them.
David Ogilvy
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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.
David Ogilvy
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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
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A well-run restaurant is like a winning baseball team. It makes the most of every crew member's talent and takes advantage of every split-second opportunity to speed up service.
David Ogilvy
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I know of a brewer who sells more of his beer to the people who never see his advertising than to the people who see it every week. Bad advertising can unsell a product.
David Ogilvy
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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.
David Ogilvy
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I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
David Ogilvy
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The business community wants remarkable advertising, but turns a cold shoulder to the kind of people who can produce it. That is why most advertisements are so infernally dull.... our business needs massive transfusions of talent. And talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels.
David Ogilvy
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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
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While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes.
David Ogilvy
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Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.
David Ogilvy
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Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.
David Ogilvy
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Study the methods of your competitors and do the exact opposite.
David Ogilvy