The trouble with many copywriters in general agencies are that they don't really think in terms of selling. They have never written direct-response; they have never tasted blood
David OgilvyPeople don't buy a new detergent because the manufacturer told a joke on television last night.
David OgilvyWhat is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.
David Ogilvy