What really decides consumers to buy or not to buy is the content of your advertising, not its form.
More quotes by David Ogilvy
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.
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.
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.
Never write an advertisement which you wouldn’t want your own family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine. Do as you would be done by. 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. Good products can be sold by honest advertising. If you don’t think the product is good, you have no business to be advertising it.
More quotes about Business
It is regrettable that people think about our monetary system, and of our economic structure, only in times of depression.
I do not believe a man can ever leave his business. He ought to think of it by day and dream of it by night.
No one loses anything by raising wages as soon as he is able. It has always paid us. Low wages are the most costly any employer can pay. It is like using low-grade material–the waste makes it very expensive in the end. There is no economy in cheap labor or cheap material. The hardest thing I ever had to do was to reduce wages. I think we were the last big company to come to it. Now I am mighty glad that wages are climbing again.
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.
The final key to the way I promote is bravado. I play to people’s fantasies. People may not always think big themselves. but they can get very excited by those who do. That is why a little hyperbole never hurts. People want to believe that something is the biggest, the greatest and the most spectacular.
The best of merchandise will go back to the shelf unless handled by a conscientious, tactful salesman.
I feel that the best companies are started not because the founder wanted a company but because the founder wanted to change the world… If you decide you want to found a company, you maybe start to develop your first idea. And hire lots of workers.
We started learning ourselves, understanding ourselves, reading, researching, going around the world and looking at what was defined as the very best.
Well, I think that there’s a very thin dividing line between success and failure. And I think if you start a business without financial backing, you’re likely to go the wrong side of that dividing line.
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.