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" 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
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" 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
" 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
" I do not regard advertising as entertainment or an art form, but as a medium of information. "
David Ogilvy
Form
Information
Art
" Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. "
David Ogilvy
Contribution
Image
Thought
" Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product. "
David Ogilvy
Copy
Believe
You
" 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
" What really decides consumers to buy or not to buy is the content of your advertising, not its form. "
David Ogilvy
Your
Advertising
Consumers
" Advertising reflects the mores of society, but it does not influence them. "
David Ogilvy
Advertising
Them
Society
" 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
" Many people - and I think I am one of them - are more productive when they've had a little to drink. I find if I drink two or three brandies, I'm far better able to write. "
David Ogilvy
Think
Find
People
" Our business is infested with idiots who try to impress by using pretentious jargon. "
David Ogilvy
Impress
Business
Idiots
" 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
" 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
Advertising
Relationship
Doctor
" 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. "
David Ogilvy
Advertising
Find
Genius
" Never stop testing, and your advertising will never stop improving. "
David Ogilvy
Stop
Never Stop
Advertising
" Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns. "
David Ogilvy
World
Like
New
" Don't bunt. Aim out of the ball park. Aim for the company of immortals. "
David Ogilvy
Company
Park
Out
" 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
You
World
Creative
" I did not feel 'evil' when I wrote advertisements for Puerto Rico. They helped attract industry and tourists to a country which had been living on the edge of starvation for 400 years. "
David Ogilvy
Feel
Living
Country
" If it doesn't sell, it isn't creative. "
David Ogilvy
Business
Creative
Sell
" A good advertisement is one which sells the product without drawing attention to itself. "
David Ogilvy
Attention
Which
Product
" 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
Results
Me
Experience
" 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 pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying. "
David Ogilvy
Profitable
Excellence
Less
" 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
" The advertisers who believe in the selling power of jingles have never had to sell anything. "
David Ogilvy
Selling
Never
Power
" I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive. "
David Ogilvy
Good
My Life
Life
" On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. "
David Ogilvy
Copy
Average
Body
" 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