Ogilvy Quotes

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

Hard work never killed a man. Men die of boredom, psychological conflict, and disease. They do not die of hard work.

The consumer isn't a moron. She is your wife.

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.

Where people aren’t having any fun, they seldom produce good work.

The most effective leader is the one who satisfies the psychological needs of his followers.

What you say in advertising is more important than how you say it.

Develop your eccentricities while you are young. That way, when you get old, people won’t think you’re going gaga.

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.

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.

A wounded animal will bite and claw,” she said to Mrs. Ogilvy. “And it often cannot tell friend from foe. One mustn’t judge such a creature too harshly.

It struck him as curious that you could create dead men but not living ones. Comrade Ogilvy, who had never existed in the present, now existed in the past, and when once the act of forgery was forgotten, he would exist just as authentically, and upon the same evidence, as Charlemagne or Julius Caesar.

The creative process requires more than reason. Most original thinking isn't even verbal. It requires 'a groping experimentation with ideas, governed by intuitive hunches and inspired by the unconscious.' The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.

Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.

I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.

Don't bunt. Aim out of the ballpark. Aim for the company of immortals.

Tell your prospective client what your weak points are, before he notices them. This will make you more credible when you boast about your strong points.

It isn’t the whiskey they choose, it’s the image.

The headlines which work best are those which promise the reader a benefit

Sound an alarm! Advertising, not deals, builds brands.

Only amateurs use short copy.

Some copywriters write tricky headlines – double meanings, puns and other obscurities. This is counter-productive. In the average newspaper your headline has to compete with 350 others. Readers travel fast through this jungle. Your headline should telegraph what you want to say.

As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship?

Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.

On average, helpful information is read by 75 per cent more people than copy which deals only with the product. This ad told how Rinso gets out stains. It was read and remembered

It was true that there was no such person as Comrade Ogilvy, but a few lines of print and a couple of faked photographs would soon bring him into existence

I have to see him and Trevor Ogilvie on Monday. Both senior partners at once." "Good for you. I hope Jack's in trouble up to his neck." "They're being blackmailed." "Blackmail?" Riley said, his voice full of disbelief. "Jack? There's stuff out there that's even worse than the stuff everybody knows about him?

In my experience, committees can criticize, but they cannot create. ‘Search the parks in all your cities You’ll find no statues of committees.

Consumers still buy products whose advertising promises them value for money, beauty, nutrition, relief from suffering, social status and so on.

Never allow two people to do a job which one could do. George Washington observed, ‘Whenever one person is found adequate to the discharge of a duty by close application thereto, it is worse executed by two persons, and scarcely done at all if three or more are employed therein.

Concentrate your time, your brains, and your advertising money on your successes. Back your winners, and abandon your losers.

The hallmarks of a potentially successful copywriter include: Obsessive curiosity about products, people and advertising. A sense of humor. A habit of hard work. The ability to write interesting prose for printed media, and natural dialogue for television. The ability to think visually. Television commercials depend more on pictures than words. The ambition to write better campaigns than anyone has ever written before.

Said Winston Churchill, ‘PERFECTIONISM is spelled PARALYSIS.

Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret.

Don't bunt. Aim out of the ballpark.

Whenever you can, make the product itself the hero of your advertising. If you think the product too dull, I have news for you: there are no dull products, only dull writers.

Any fool can write a bad advertisement, but it takes a genius to keep his hands off a good one.

It will help you recognize a big idea if you ask yourself five questions: 1 Did it make me gasp when I first saw it? 2 Do I wish I had thought of it myself? 3 Is it unique? 4 Does it fit the strategy to perfection? 5 Could it be used for 30 years? You

In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.

The fallacy in Peter's mind was this: he believed his relationship was dependent on his consistency in producing the qualities he thought had earned him the Lord's approval.

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

committees can criticize, but they cannot create.

The trouble with market research is that people don't think what they feel, they don't say what they think and they don't do what they say.

She basically just told kindness to fuck off.

As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship? —David Ogilvy, founder of the Ogilvy & Mather advertising agency, in Confessions of an Advertising Man, 1963

But one of the saddest, most deprecating misuses of power is the withholding of love, affirmation, and delight from other people. Few things keep people in line with our wishes more than an attitude of reserve or aloofness. It is paradoxical that in the power struggle of relationships, the one who loves and encourages the least, gains the most power. This puts people on edge, keeps them guessing, and plays on their need for assurance about their worth.

A shell in the pit," said I, "if the worst comes to worst will kill them all." The intense excitement of the events had no doubt left my perceptive powers in a state of erethism. I remember that dinner table with extraordinary vividness even now. My dear wife's sweet anxious face peering at me from under the pink lampshade, the white cloth with it silver and glass table furniture—for in those days even philosophical writers had luxuries—the crimson-purple wine in my glass, are photographically distinct. At the end of it I sat, tempering nuts with a cigarette, regretting Ogilvy's rashness, and denouncing the shortsighted timidity of the Martians. So some respectable dodo in the Mauritius might have lorded it in his nest, and discussed the arrival of that shipful of pitiless sailors in want of animal food. "We will peck them to death tomorrow, my dear.

Si te rodeas de personas más pequeñas que tú, acabarás siendo un enano. Si te rodeas de personas más grandes que tú, te convertirás en un gigante.

There is no rest in the heart of God until He knows that you are at resh in His grace.

Truth Tell the truth, but make the truth fascinating.

A psychologist flashed hundreds of words on a screen and used an electric gadget to measure emotional reactions. High marks went to darling. So I used it in a headline for Dove.

Most campaigns are too complicated. They reflect a long list of objectives, and try to reconcile the divergent views of too many executives. By attempting to cover too many things, they achieve nothing. Many

When you are discussing a successful coach,” sports psychologist Bruce Ogilvie once said, not of Ramsay but of the entire profession, “you are not necessarily drawing the profile of an entirely healthy person.

Ladies and Gentlemen! Silence please!" Every one was startled. They looked round-at each other, at the walls. Who was speaking? The Voice went on- a high clear voice. You are charged with the following indictments: Edward George Armstrong, that you did upon the 14th day of March, 1925, cause the death of Louisa Mary Clees. Emily Caroline Brent, that upon the 5th November, 1931, you were responsible for the death of Beatrice Taylor. William Henry Blore, that you brought about the death of James Stephen Landor on October 10th, 1928. Vera Elizabeth Claythorne, that on the 11th day of August, 1935, you killed Cyril Ogilvie Hamilton. Philip Lombard, that upon a date in February, 1932, you were guilty of the death of twenty-one men, members of an East African tribe. John Gordon Macarthur, that on the 4th of January, 1917, you deliberately sent your wife's lover, Arthur Richmond, to his death. Anthony James Marston, that upon the 14th day of November last, you were guilty of murder of John and Lucy Combes. Thomas Rogers and Ethel Rogers, that on the 6th of May, 1929, you brought about the death of Jennifer Brady. Lawrence John Wargrave, that upon the 10th day of June, 1930, you were guilty of the murder of Edward Seton. Prisoners at the bar, have you anything to say in your defense?

I used to start my questionnaires by asking, ‘Which would you rather hear on the radio tonight – Jack Benny or a Shakespeare play?’ If the respondent said Shakespeare, I knew he was a liar and broke off the interview.

Comrade Ogilvy, who had never existed in the present, now existed in the past, and when once the act of forgery was forgotten, he would exist just as authentically, and upon the same evidence, as Charlemagne or Julius Caesar.

First, study the product you are going to advertise. The more you know about it, the more likely you are to come up with a big idea for selling it.

Most good copywriters’, says William Maynard of the Bates agency, ‘fall into two categories. Poets. And killers.

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.

Never summon people to your office; it frightens them. Instead, go to see them in their offices, unannounced. A boss who never wanders about his agency becomes an invisible hermit. 3

The day after a new business presentation, send the prospect a three-page letter summarizing the reasons why he should pick your agency. This will help him make the right decision. If

The easiest way to get new clients is to do good advertising. During one period of seven years, we never failed to win an account for which we competed, and all I did was to show the campaigns we had created.

When copywriters argue with me about some esoteric word they want to use, I say to them, ‘Get on a bus. Go to Iowa. Stay on a farm for a week and talk to the farmer. Come back to New York by train and talk to your fellow passengers in the day-coach. If you still want to use the word, go ahead.

Aldous Huxley, who was once a copywriter, said, ‘It is easier to write ten passably effective sonnets than one effective advertisement.’ You cannot bore people into buying your product. You can only interest them in buying it.

Hard work, says the Scottish proverb, never killed a man. People die of boredom and disease. There is nothing like an occasional all-night push to enliven morale – provided you are part of the push. Never leave the bridge in a storm.

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.

When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either.’ Pursuit

Long copy sells more than short copy, particularly when you are asking the reader to spend a lot of money.

Remember the French saying: ‘He who is absent is always wrong.

Be happy while you’re living, for you’re a long time dead,

When people read your copy, they are alone. Pretend you are writing each of them a letter on behalf of your client. One human being to another, second person singular.

advertisements with long copy convey the impression that you have something important to say, whether people read the copy or not.

Hard work, says the Scottish proverb, never killed a man.

If it doesn't sell, it isn't creative.

Search all he parks in all your cities; you'll find no statues of committees.

Pay peanuts and you get monkeys.

I like to succeed in public, but to fail in secret.

I was infinitely more useful to my clients when I wrote copy than when I was Chairman of the Board.

The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their characters. Instead of resisting innovation, they symbolize it – and companies cannot grow without innovation. Great leaders almost always exude self-confidence.

It is a good idea to start the year by writing down exactly what you want to accomplish, and end the year by measuring how much you have accomplished. McKinsey imposes this discipline on its partners and pays them according to how many of the things on their lists they accomplish. Leadership

It pays to give most products an image of quality – a First Class ticket. This is particularly true of products whose brand-name is visible to your friends, like beer, cigarettes and automobiles: products you ‘wear.’ If

Down with committees Most campaigns are too complicated. They reflect a long list of objectives, and try to reconcile the divergent views of too many executives. By attempting to cover too many things, they achieve nothing. Many commercials and many advertisements look like the minutes of a committee. In my experience, committees can criticize, but they cannot create. ‘Search the parks in all your cities You’ll find no statues of committees’ Agencies

Set yourself to becoming the best-informed person in the agency on the account to which you are assigned. If, for example, it is a gasoline account, read books on oil geology and the production of petroleum products. Read the trade journals in the field. Spend Saturday mornings in service stations, talking to motorists. Visit your client’s refineries and research laboratories. At the end of your first year, you will know more about the oil business than your boss, and be ready to succeed him. Most

One day a man walked into a London agency and asked to see the boss. He had bought a country house and was about to open it as a hotel. Could the agency help him to get customers? He had $500 to spend. Not surprisingly, the head of the agency turned him over to the office boy, who happened to be the author of this book. I invested his money in penny postcards and mailed them to well-heeled people living in the neighborhood. Six weeks later the hotel opened to a full house. I had tasted blood.

Helping people is the action step that unlocks knowledge of the will of the Lord. The circumstances about which we are concerned have people in them. In fact, the key to solving our circumstances is being the Lord's person to the people in those circumstances. Few of the questions we have about guidance are purely personal, unrelated to others.

Our personal relationship with the Savior will re-create us in His image. He is to be our purpose and passion. We are to long to know Him better and make Him known to others.

You don't have to be Christian to behave like a gentleman!

Rosser Reeves: ‘Do you want fine writing? Do you want masterpieces? Or do you want to see the goddamned sales curve start moving up?

Tell your prospective client what your weak points are, before he notices them. This will make you more credible when you boast about your strong points. Don

All my experience says that for a great many products, long copy sells more than short.

Promise, large promise is the soul of an advertisement,’ said Samuel Johnson.

Given sufficient training, any intelligent person can learn to conduct surveys, but getting people to use the results requires salesmanship of a high order.

Sales are a function of product-value and advertising. Promotions cannot produce more than a temporary kink in the sales curve.

Whatever you do, for goodness sake, don’t change the name of your corporation to initials.

Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around the table.

It is usually assumed that marketers use scientific methods to determine the price of their products. Nothing could be further from the truth. In almost every case, the process of decision is one of guesswork.

I asked an indifferent copywriter what books he had read about advertising. He told me that he had not read any; he preferred to rely on his own intuition. ‘Suppose,’ I asked, ‘your gall-bladder has to be removed this evening. Will you choose a surgeon who has read some books on anatomy and knows where to find your gall-bladder, or a surgeon who relies on his intuition? Why should our clients be expected to bet millions of dollars on your intuition?

St Augustine had this to say about pressure: ‘To be under pressure is inescapable. Pressure takes place through all the world: war, siege, the worries of state. We all know men who grumble under these pressures, and complain. They are cowards. They lack splendor. But there is another sort of man who is under the same pressure, but does not complain. For it is the friction which polishes him. It is pressure which refines and makes him noble.

Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.

What a scathing exposure! It was as if Jesus said, “Listen, you say you want God, but your actions and words expose that you don’t. You talk about God’s judgment, but you did not willingly accept one who proclaimed it and called all of you to repentance. You say you long for the Messiah to come, but when He is here you search for reasons to reject Him. You are childish! If you had the wisdom of God, you would recognize His truth in the messenger sent to prepare the way for the Messiah and in the Messiah Himself. You have developed the miserable sickness of religious pretense and no longer desire what you prattle about aimlessly in what you pretend is prayer!