David Ogilvy Quotes @DavidOgilvyBot
Bite sized lessons on copywriting, business and life from David Ogilvy - "The most sought-after wizard in the advertising business" Follow for daily tweets. Joined December 2023-
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On the average, ads with news are recalled by 22 per cent more people than ads without news.
I have always been hypnotized by Jack Daniel’s. The label and the advertising convey an image of homespun honesty, and the high price makes me assume that Jack Daniel’s must be superior.
Avoid clients whose ethos is incompatible with yours.
You can count on your fingers the number of advertising campaigns that run even for five years. These are the superstars, the campaigns that go right on producing results through boom and recession, against shifting competitive pressures, and changes of personnel.
You aren’t advertising to a standing army; you are advertising to a moving parade. The advertisement which sold a refrigerator to couples who got married last year will probably be just as successful with couples who get married this year.
Research shows that the readership of an advertisement does not decline when it is run several times in the same magazine. Readership remains at the same level throughout at least four repetitions.
If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.
Every time I have written a bad campaign, it has been because the product did not interest me.
I never assign a product to a writer unless I know that he is personally interested in it.
If you think the product too dull, I have news for you : there are no dull products, only dull writers.
Whenever you can, make the product itself the hero of your advertising.
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?
It is horribly difficult to recognize a good idea. I shudder to think how many I have rejected. Research can’t help you much, because it cannot predict the cumulative value of an idea, and no idea is big unless it will work for 30 years.
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.
I doubt if more than one campaign in a hundred contains a big idea. I am supposed to be one of the more fertile inventors of big ideas, but in my long career as a copywriter I have not had more than 20, if that.
Unless your advertising contains a big idea, it will pass like a ship in the night.
It takes a big idea to attract the attention of consumers and get them to buy your product.
You can do homework from now until doomsday, but you will never win fame and fortune unless you also invent big ideas.
Writing advertising for any kind of liquor is an extremely subtle art. I once tried using rational facts to argue the consumer into choosing a brand of whiskey. It didn’t work. You don’t catch Coca Cola advertising that Coke contains 50 per cent more cola berries.
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