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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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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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David Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
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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The worst fault a salesman can commit is to be a bore...... Pretend to be vastly interested in any subject the prospects shows an interest in.
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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If it doesn't sell, it isn't creative.
David Ogilvy
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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.
David Ogilvy
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You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.
David Ogilvy
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Consumers do not buy products. They buy product benefits.
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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The best idea is the simplest.
David Ogilvy
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The manufacturer who finds himself up the creek is the short-sighted opportunist who siphons off all his advertising dollars for short-term promotions.
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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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
David Ogilvy
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I always said that mega-mergers were for megalomaniacs.
David Ogilvy
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In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.
David Ogilvy
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You can't save souls in an empty church.
David Ogilvy
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Great hospitals do two things. They look after patients, and they teach young doctors. We look after clients, and we teach young advertising people.
David Ogilvy
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Positioning should be decided before the advertising is created
David Ogilvy
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I have an inviolable rule against employing nepots and spouses, because they breed politics. Whenever two people get married, one of them must depart - preferably the female, to look after the baby.
David Ogilvy