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 more informative your advertising, the more persuasive it will be.
Interpretation
What this quote means
Effective advertising relies on providing valuable information to appeal to consumers.
David Ogilvy, a renowned advertising tycoon, emphasizes that the effectiveness of advertising lies in its ability to inform. The more useful and informative the content of your ads is, the more likely it is to persuade potential customers to take action, fostering engagement and conversion in marketing efforts.
Themes
AdvertisingPersuasionInformationMarketingConsumer
In practice
Example use cases
In a marketing seminar discussing the importance of content in advertising.
More from David Ogilvy
All quotes →Our 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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