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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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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Assume
Advertising
Assuming
Callow
Aren
Amateurs
Interested
Sufficiently
Students
Posture
Stand
Craft
Crafts
More quotes by David Ogilvy
You can't save souls in an empty church.
David Ogilvy
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
If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you
David Ogilvy
Leaders grasp nettles.
David Ogilvy
People don't buy a new detergent because the manufacturer told a joke on television last night.
David Ogilvy
I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach.
David Ogilvy
Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest.
David Ogilvy
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.
David Ogilvy
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
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
Consumers do not buy products. They buy product benefits.
David Ogilvy
The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.
David Ogilvy
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
On the average, five times as many people read the headlines as read the body copy.
David Ogilvy
What you learn is more important than what you earn.
David Ogilvy
Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
David Ogilvy
Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
David Ogilvy
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
The advertisers who believe in the selling power of jingles have never had to sell anything.
David Ogilvy
Advertising reflects the mores of society, but it does not influence them.
David Ogilvy