There isnโt any significant difference between the various brands of whiskey, or cigarettes or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarinesโฆ The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.
David OgilvyDavid Ogilvy made his copywriters come up 100 different headlines for every ad they wrote.
David OgilvyIf you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique won't help you
David OgilvyA good advertisement is one which sells the product without drawing attention to itself.
David OgilvyConsumers don't think how they feel. They don't say what they think and they don't do what they say.
David OgilvyMost readers look at the photograph first. If you put it in the middle of the page, the reader will start by looking in the middle. Then her eye must go up to read the headline; this doesn't work, because people have a habit of scanning downwards. However, suppose a few readers do read the headline after seeing the photograph below it. After that, you require them to jump down past the photograph which they have already seen. Not bloody likely.
David Ogilvy