Our business is infested with idiots who try to impress by using pretentious jargon.
David OgilvyRead
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.
Interpretation
What this quote means
The headline serves as a critical tool to attract potential customers to your advertisement.
David Ogilvy emphasizes the importance of headlines in advertising, stating that they function as an invitation for readers who are likely to be interested in the advertised product. A compelling headline not only grabs attention but also targets the right audience, ultimately guiding prospects toward the product being promoted.
Themes
HeadlineAdvertisingMarketingProspectsProduct
In practice
Example use cases
At a marketing seminar to highlight the importance of headlines in effective advertisements.
More from David Ogilvy
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David OgilvyRead
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