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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
Story
Stories
Look
Looks
Ads
Would
Appeal
People
Appeals
Photograph
Picture

More quotes by 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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Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.
David Ogilvy
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Leaders grasp nettles.
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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Our offices must always be headed by the kind of men who command respect. Not phonies, zeros or bastards.
David Ogilvy
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Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.
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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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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We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
David Ogilvy
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I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind of advertising never had to sell anything in their lives
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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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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It is flagrantly dishonest for an advertising agent to urge consumers to buy a product which he would not allow his own wife to buy.
David Ogilvy
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Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if they stopped.
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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I prefer the discipline of knowledge to the anarchy of ignorance.
David Ogilvy
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Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
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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Encourage innovation. Change is our lifeblood, stagnation our death knell.
David Ogilvy
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Ninety-nine percent of advertising doesn't sell much of anything.
David Ogilvy