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The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response they have never tasted blood
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
Thinking
Blood
Tasted
Trouble
Agencies
Written
Agency
Term
Selling
Many
Response
Really
Terms
Never
Direct
Think
General
More quotes by David Ogilvy
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
The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.
David Ogilvy
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
Why should a manufacturer bet his money, perhaps the future of his company, on your instinct?
David Ogilvy
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.
David Ogilvy
The best idea is the simplest.
David Ogilvy
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.
David Ogilvy
The advertisers who believe in the selling power of jingles have never had to sell anything.
David Ogilvy
No sale, no commission. No commission, no eat. That made an impression on me.
David Ogilvy
Compete with the immortals
David Ogilvy
Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.
David Ogilvy
I never tell one client that I cannot attend his sales convention because I have a previous engagement with another client successful polygamy depends upon pretending to each spouse that she is the only pebble on your beach.
David Ogilvy
Encourage innovation. Change is our lifeblood, stagnation our death knell.
David Ogilvy
Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues.
David Ogilvy
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
Ninety-nine percent of advertising doesn't sell much of anything.
David Ogilvy
We all have a tendency to use research as a drunkard uses a lamppost – for support, not for illumination.
David Ogilvy
Consumers don't think how they feel. They don't say what they think and they don't do what they say.
David Ogilvy
If you can’t advertise yourself, what hope do you have of advertising anything else?
David Ogilvy
A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning.
David Ogilvy
