Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.
More Quotes from David Ogilvy:
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
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.
David Ogilvy
Our business is infested with idiots who try to impress by using pretentious jargon.
David Ogilvy
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
The consumer isn't a moron; she is your wife.
David Ogilvy
If you tell lies about a product, you will be found out - either by the Government, which will prosecute you, or by the consumer, who will punish you by not buying your product a second time.
David Ogilvy
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Based on Topics: Product QuotesThe words of the prophets are written on the subway walls and tenements halls and whispered in the sounds of silence.
Paul Simon
It's a different world.
John Ashcroft
The Columbia is lost, but the dreams that inspired its crew remain with us.
Dick Cheney