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Consumers do not buy products. They buy product benefits.

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
Consumers
Product
Benefits
Products

More quotes by David Ogilvy

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Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
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I admire people with gentle manners who treat other people as human beings.
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I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas
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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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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.
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Good products can be sold by honest advertising. If you don't think the product is good, you have no business to be advertising it.
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We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
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Lazy and superficial men and women do not produce superior work.
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The more informative your advertising, the more persuasive it will be. Before people making a buying decision, they have many questions. For example, why they should buy from you, why your product is better than other similar products, why they should trust you, and why they should buy it now, etc.
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I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.
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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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If you can’t advertise yourself, what hope do you have of advertising anything else?
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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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The best idea is the simplest.
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Creativity Is a fancy word for the work we have to do by Friday.
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The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it.
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Few of the great creators have bland personalities. They are cantankerous egotists, the kind of men who are unwelcome in the modern corporation.
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Many of the greatest creations of man have been inspired by the desire to make money...If Oxford undergraduates were paid for their work, I would have performed miracles of scholarship and become Regius Professor of Modern History.
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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.
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A good advertisement is one which sells the product without drawing attention to itself.
David Ogilvy