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" First, make yourself a reputation for being a creative genius. Second, surround yourself with partners who are better than you are. Third, leave them to go get on with it. "
David Ogilvy
Yourself
Surround Yourself
Creative
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" Ninety-nine percent of advertising doesn't sell much of anything. "
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" What really decides consumers to buy or not to buy is the content of your advertising, not its form. "
David Ogilvy
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" Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product. "
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" There are very few men of genius in advertising agencies. But we need all we can find. Almost without exception they are disagreeable. Don't destroy them. They lay golden eggs. "
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" 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
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Will
" It strikes me as bad manners for a magazine to accept one of my advertisements and then attack it editorially - like inviting a man to dinner then spitting in his eye. "
David Ogilvy
Me
Eye
Dinner
" Leaders grasp nettles. "
David Ogilvy
Grasp
Leaders
Leadership
" In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. "
David Ogilvy
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World
Creative
" The more informative your advertising, the more persuasive it will be. "
David Ogilvy
Advertising
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" I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination. "
David Ogilvy
Judgment
Research
Support
" Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera. "
David Ogilvy
Men
Words
Business
" There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers. "
David Ogilvy
You
Will
Attract
" Political advertising ought to be stopped. It's the only really dishonest kind of advertising that's left. It's totally dishonest. "
David Ogilvy
Political
Advertising
Kind
" You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place. "
David Ogilvy
People
Brand
Personality
" I don't know the rules of grammar... If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular. "
David Ogilvy
Language
Me
Think
" If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants. "
David Ogilvy
Who
People
Become
" I do not regard advertising as entertainment or an art form, but as a medium of information. "
David Ogilvy
Form
Information
Art
" The best ideas come as jokes. Make your thinking as funny as possible. "
David Ogilvy
Funny
Best
Possible
" It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea. "
David Ogilvy
Ship
Advertising
Doubt
" The consumer isn't a moron; she is your wife. "
David Ogilvy
She
Your
Business
" The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying. "
David Ogilvy
Profitable
Excellence
Less
" 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. "
David Ogilvy
Abstract
Advertising
Only
" The advertisers who believe in the selling power of jingles have never had to sell anything. "
David Ogilvy
Selling
Never
Power
" Does advertising corrupt editors? Yes it does, but fewer editors than you may suppose... the vast majority of editors are incorruptible. "
David Ogilvy
You
Yes
Corrupt
" Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them. "
David Ogilvy
Messy
Create
Advertising
" The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising. "
David Ogilvy
Kind
You
Meat
" I avoid clients for whom advertising is only a marginal factor in their marketing mix. They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes. "
David Ogilvy
Marketing
Advertising
Only
" Don't bunt. Aim out of the ball park. Aim for the company of immortals. "
David Ogilvy
Company
Park
Out
" Hire people who are better than you are, then leave them to get on with it. Look for people who will aim for the remarkable, who will not settle for the routine. "
David Ogilvy
You
Aim
Look
" Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. "
David Ogilvy
You
Family
Never