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" 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

Related Quotes:

" The advertisers who believe in the selling power of jingles have never had to sell anything. "

" Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product. "

" Ninety-nine percent of advertising doesn't sell much of anything. "

" The secret of long life is double careers. One to about age sixty, then another for the next thirty years. "

David Ogilvy

Age

Double

" 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

Advertising

Own

" 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. "

" 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. "

" A good advertisement is one which sells the product without drawing attention to itself. "

" Our business is infested with idiots who try to impress by using pretentious jargon. "

" The best ideas come as jokes. Make your thinking as funny as possible. "

" Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. "

" 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. "

" 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

Think

" Leaders grasp nettles. "

" Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. "

" 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

Experience

" 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. "

" 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. "

" 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

Eye

Dinner

" 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. "

" 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. "

" 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. "

" 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. "

" 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. "

" Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns. "

David Ogilvy

World

New

" What really decides consumers to buy or not to buy is the content of your advertising, not its form. "

" The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying. "

" Don't bunt. Aim out of the ball park. Aim for the company of immortals. "

" Never stop testing, and your advertising will never stop improving. "

" If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don't let it worry you; nobody has ever built a brand by imitating somebody else's advertising. "