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Study the methods of your competitors and do the exact opposite.

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
Competitors
Exact
Methods
Opposite
Opposites
Method
Study

More quotes by David Ogilvy

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Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
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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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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.
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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.
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The mission of a great school is not to cram you with facts so that you can regurgitate them...This gives many boys such a distaste for learning that they never read another book as long as they live. No, the mission is to inspire you with a taste for scholarship - a taste which will last you all your life.
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The consumer isn't a moron she is your wife.
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Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
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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.
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Big ideas are usually simple ideas.
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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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The best idea is the simplest.
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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.
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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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If it doesn't sell, it isn't creative.
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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
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Develop your eccentricities early, and no one will think you're going senile later in life
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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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
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Training should not be confined to trainees. It should be a continuous process, and should include the entire professional staff of the agency. The more our people learn, the more useful they can be to our clients.
David Ogilvy
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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.
David Ogilvy