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