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
Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.
Interpretation
Focus on creating valuable content rather than seeking attention for its cleverness.
David Ogilvy emphasizes the importance of creating content with the intent to provide value to the audience rather than simply seeking recognition for cleverness. This approach fosters deeper connections and delivers meaningful insights that can genuinely impact the target audience, making it more rewarding for both the creator and the consumer.
In practice
In a workshop on effective marketing strategies, this quote could be used to inspire participants to rethink their content creation approach.
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.
Our business is infested with idiots who try to impress by using pretentious jargon.
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.
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.
The best ideas come as jokes. Make your thinking as funny as possible.
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.
If you're curious, you'll probably be a good journalist because we follow our curiosity like cats.
Erudition - that is, reading, writing, and arithmetic - is taught in the schools; but where is the more important quality, character, taught? Nowhere in particular. There is no authorized training for children in character.
To students: I pray that all those young people who have graduated, do not carry just a piece of paper with them but that they carry with them love, peace and joy. That they become the sunshine of God's love to our people, the hope of eternal happiness and the burning flame of love wherever they go. That they become carriers of God's love. That they be able to give what they have received. For they have received not to keep, but to share.
My elder brothers were all put apprentices to different trades. I was put to the grammar-school at eight years of age, my father intending to devote me, as the tithe of his sons, to the service of the Church.
Some students start thinking of their intelligence as something fixed, as carved in stone. They worry about, 'Do I have enough? Don't I have enough?'
Reading and life are not separate but symbiotic. And for this serious task of imaginative discovery and self-discovery, there is and remains one perfect symbol: the printed book.
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