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Readers travel so fast they don't stop to decipher the meaning of obscure headlines.

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
Obscure
Readers
Fast
Travel
Meaning
Reader
Stop
Decipher
Headlines

More quotes by David Ogilvy

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...consumers do not buy one brand of soap, or coffee, or detergent. They have a repertory of four or five brands, and move from one to another. They almost never buy a brand which has not been admitted to their repertory during its first year on the market.
David Ogilvy
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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
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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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I prefer the discipline of knowledge to the anarchy of ignorance.
David Ogilvy
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On the average, five times as many people read the headlines as read the body copy.
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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Leaders grasp nettles.
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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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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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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Ninety-nine percent of advertising doesn't sell much of anything.
David Ogilvy
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Write the way you talk. Naturally.
David Ogilvy
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Creativity Is a fancy word for the work we have to do by Friday.
David Ogilvy
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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
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If you ever find a man who is better than you are - hire him. If necessary, pay him more than you pay yourself.
David Ogilvy
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Madison Avenue is full of masochists who unconsciously provoke rejection by their clients. I know brilliant men who have lost every account they have ever handled.
David Ogilvy
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Consumers don't think how they feel. They don't say what they think and they don't do what they say.
David Ogilvy
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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
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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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Advertising reflects the mores of society, but it does not influence them.
David Ogilvy