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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

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
Picture
Story
Stories
Look
Looks
Ads
Would
Appeal
People
Appeals
Photograph

More quotes by David Ogilvy

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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
David Ogilvy
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Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
David Ogilvy
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The best ideas come as jokes. Make your thinking as funny as possible.
David Ogilvy
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I can't stand callow amateurs who aren't sufficiently interested in the craft of advertising to assume the posture of students.
David Ogilvy
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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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No sale, no commission. No commission, no eat. That made an impression on me.
David Ogilvy
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The consumer isn't a moron she is your wife.
David Ogilvy
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A well-run restaurant is like a winning baseball team. It makes the most of every crew member's talent and takes advantage of every split-second opportunity to speed up service.
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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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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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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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.
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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Don't hire a dog, then bark yourself
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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The relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.
David Ogilvy
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Encourage innovation. Change is our lifeblood, stagnation our death knell.
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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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.
David Ogilvy
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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.
David Ogilvy