Quote

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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David Ogilvy
Age: 88 †
Born: 1911
Born: June 23
Died: 1999
Died: July 21
Businessman
Businessperson
Economist
Writer
West Horsley
Surrey
David MacKenzie Ogilvy
Interested
Bore
Worst
Bores
Interest
Fault
Shows
Pretend
Commit
Faults
Vastly
Subject
Prospects
Subjects
Salesman

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What really decides consumers to buy or not to buy is the content of your advertising, not its form.
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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
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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.
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Compete with the immortals
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What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.
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Positioning should be decided before the advertising is created
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The advertisers who believe in the selling power of jingles have never had to sell anything.
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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.
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Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough.
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Big ideas are usually simple ideas.
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If it doesn't sell, it isn't creative.
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It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look, and read.
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People don't buy a new detergent because the manufacturer told a joke on television last night.
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The secret of long life is double careers. One to about age sixty, then another for the next thirty years.
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Creativity Is a fancy word for the work we have to do by Friday.
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Remove advertising, disable a person or firm from proclaiming its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.
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The more informative your advertising, the more persuasive it will be.
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A good advertisement is one which sells the product without drawing attention to itself.
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Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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