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" 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
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" Our business is infested with idiots who try to impress by using pretentious jargon. "
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Impress
Business
Idiots
" 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
" 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
" Develop your eccentricities while you are young. That way, when you get old, people won't think you're going gaga. "
David Ogilvy
You
Way
Young
" The more informative your advertising, the more persuasive it will be. "
David Ogilvy
Advertising
Will
Persuasive
" 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
" The secret of long life is double careers. One to about age sixty, then another for the next thirty years. "
David Ogilvy
Age
Double
Next
" 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
" 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
" Never stop testing, and your advertising will never stop improving. "
David Ogilvy
Stop
Never Stop
Advertising
" 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
" 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
" 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
" 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
" What you say in advertising is more important than how you say it. "
David Ogilvy
Advertising
Say
More
" 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
" A good advertisement is one which sells the product without drawing attention to itself. "
David Ogilvy
Attention
Which
Product
" 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
" The consumer isn't a moron; she is your wife. "
David Ogilvy
She
Your
Business
" 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
" 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
He
Own
" 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
" 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
" 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 it doesn't sell, it isn't creative. "
David Ogilvy
Business
Creative
Sell
" The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying. "
David Ogilvy
Profitable
Excellence
Less
" 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
" I do not regard advertising as entertainment or an art form, but as a medium of information. "
David Ogilvy
Form
Information
Art
" Advertising reflects the mores of society, but it does not influence them. "
David Ogilvy
Advertising
Them
Society
" 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