What really decides consumers to buy or not to buy is the content of your advertising, not its form.
More Quotes from David Ogilvy:
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
Like a midwife, I make my living bringing new babies into the world, except that mine are new advertising campaigns.
David Ogilvy
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
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
Don't bunt. Aim out of the ball park. Aim for the company of immortals.
David Ogilvy
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
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