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 count the people that you reach, reach the people who count
Interpretation
What this quote means
Focus on making a meaningful impact rather than just reaching a large audience.
David Ogilvy emphasizes the importance of quality over quantity in communication, suggesting that it is more valuable to connect with individuals who matter and can influence change, rather than simply aiming for a broad reach that may lack significance. This reflects a deeper understanding of influence and impact in personal and professional relationships.
Themes
ImpactSuccessCommunicationQualityInfluence
In practice
Example use cases
In a marketing presentation to highlight the importance of targeted advertising.
More from David Ogilvy
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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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