I figure that my staff will be less reluctant to work overtime if I work longer hours than they do. David Ogilvy More Quotes by David Ogilvy More Quotes From David Ogilvy I always said that mega-mergers were for megalomaniacs. David Ogilvy mergers mega business A lot of today's campaigns are based on optimum positioning but are totally ineffective - because they are dull, or badly constructed, or ineptly written. If nobody reads your advertisement or looks at your commercial, it doesn't do you much good to have the right positioning. David Ogilvy campaigns dull looks Why do eight out of ten new consumer products fail? Sometimes because they are too new. The first cold cereals were rejected by consumers. More often new products fail because they are not new enough. David Ogilvy cereal eight failure There are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife. David Ogilvy trends favors wife Always hold your sales meetings in rooms too small for the audience, even if it means holding them in the WC. 'Standing room only' creates an atmosphere of success, as in theatres and restaurants, while a half-empty auditorium smells of failure. David Ogilvy atmosphere smell mean When someone is made the head of an office in the Ogilvy & Mather chain, I send him a Matrioshka doll from Gorky. If he has the curiosity to open it, and keep opening it until he comes to the inside of the smallest doll, he finds this message: If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants. David Ogilvy curiosity office people The worst fault a salesman can commit is to be a bore. Foster any attempt to talk about other things; the longer you stay the better you get to know the prospect, and the more you will be trusted. David Ogilvy bores faults worst Shakespeare wrote his sonnets within a strict discipline, fourteen lines of iambic pentameter, rhyming in three quatrains and a couplet. Were his sonnets dull? Mozart wrote his sonatas within an equally rigid discipline - exposition, development, and recapitulation. Were they dull?. David Ogilvy discipline three development The success of a meeting often depends on having the right documents - proofs, artwork, schedules, research charts, etc. - present at the start of the meeting. All too often we arrive like plumbers, leaving our tools behind. David Ogilvy schedules leaving tools Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience. David Ogilvy target-audience clever interesting The best leaders are apt to be found among those executives who have a strong component of unorthodoxy in their character. Instead of resisting innovation, they symbolize it. David Ogilvy strong leader character Why should a manufacturer bet his money, perhaps the future of his company, on your instinct? David Ogilvy advertising instinct business You aren't advertising to a standing army; you are advertising to a moving parade. Three million consumers get married every year. The advertisement which sold a refrigerator to those who got married last year will probably be just as successful with those who'll get married next year. An advertisement is just like a radar sweep, constantly hunting new prospects as they come into the market. Get a good radar and keep it sweeping. David Ogilvy army successful moving While you are responsible to your clients for sales results, you are responsible to consumers for the kind of advertising you bring into their homes. David Ogilvy clients kind home If you have all the research, all the ground rules, all the directives, all the data - it doesn't mean the ad is written. Then you've got to close the door and write something - that is the moment of truth which we all try to postpone as long as possible. David Ogilvy business writing mean Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by. David Ogilvy business writing lying Make sure you have a vice president in charge of your revolution, to engender ferment among your more conventional colleagues. David Ogilvy revolution vices president I prefer the discipline of knowledge to the anarchy of ignorance. David Ogilvy anarchy discipline ignorance What 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 advertisements please style You make the best products you can, and you grow as fast as you deserve to. David Ogilvy achievement growth business
