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 OgilvyRead
The advertisers who believe in the selling power of jingles have never had to sell anything.
Interpretation
What this quote means
The quote suggests that those who think jingles can sell products might lack real selling experience.
David Ogilvy argues that effective advertising requires a deeper understanding of sales dynamics than simply relying on catchy jingles. He implies that the true art of persuasion in marketing comes from genuine engagement with customers rather than superficial techniques.
Themes
AdvertisingJinglesSalesMarketingPersuasion
In practice
Example use cases
In a marketing seminar discussing the role of emotional engagement in advertising.
More from David Ogilvy
All quotes βOur business is infested with idiots who try to impress by using pretentious jargon.
David OgilvyRead
Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.
David OgilvyRead
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.
David OgilvyRead
The best ideas come as jokes. Make your thinking as funny as possible.
David OgilvyRead
Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
David OgilvyRead
Similar quotes
You market when you hire and when you fire. You market when you call tech support, and you market every time you send a memo.
Seth GodinRead
Too many ads that try not to go over the reader's head end up beneath his notice.
Leo BurnettRead
The art of marketing is the art of brand building. If you arenot a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.
Philip KotlerRead
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
William BernbachRead
Facts are irrelevant. What matters is what the consumer believes.
Seth GodinRead
Advertising tends to be most effective in jogging finally into action those people who are well-enough disposed towards a product, but have not yet got around to buying it.
Stephen KingRead