{"id":4130,"date":"2013-06-04T07:59:56","date_gmt":"2013-06-04T11:59:56","guid":{"rendered":"https:\/\/www.bygeorgejournal.ca\/?p=4130"},"modified":"2013-06-04T08:04:43","modified_gmt":"2013-06-04T12:04:43","slug":"david-ogilvy-quotes-on-ad-and-copywriting","status":"publish","type":"post","link":"https:\/\/www.bygeorgejournal.ca\/?p=4130","title":{"rendered":"David Ogilvy quotes on ad and copywriting"},"content":{"rendered":"<p><!--[if gte mso 9]><xml>\n<w:WordDocument>\n<w:View>Normal<\/w:View>\n<w:Zoom>0<\/w:Zoom>\n<w:PunctuationKerning\/>\n<w:ValidateAgainstSchemas\/>\n<w:SaveIfXMLInvalid>false<\/w:SaveIfXMLInvalid>\n<w:IgnoreMixedContent>false<\/w:IgnoreMixedContent>\n<w:AlwaysShowPlaceholderText>false<\/w:AlwaysShowPlaceholderText>\n<w:Compatibility>\n<w:BreakWrappedTables\/>\n<w:SnapToGridInCell\/>\n<w:WrapTextWithPunct\/>\n<w:UseAsianBreakRules\/>\n<w:DontGrowAutofit\/>\n<\/w:Compatibility>\n<w:BrowserLevel>MicrosoftInternetExplorer4<\/w:BrowserLevel>\n<\/w:WordDocument>\n<\/xml><![endif]--><\/p>\n<p><!--[if gte mso 9]><xml>\n<w:LatentStyles DefLockedState=\"false\" LatentStyleCount=\"156\">\n<\/w:LatentStyles>\n<\/xml><![endif]--><!--[if gte mso 10]>\n\n\n\n<style>\n \/* Style Definitions *\/\n table.MsoNormalTable\n\t{mso-style-name:\"Table Normal\";\n\tmso-tstyle-rowband-size:0;\n\tmso-tstyle-colband-size:0;\n\tmso-style-noshow:yes;\n\tmso-style-parent:\"\";\n\tmso-padding-alt:0cm 5.4pt 0cm 5.4pt;\n\tmso-para-margin:0cm;\n\tmso-para-margin-bottom:.0001pt;\n\tmso-pagination:widow-orphan;\n\tfont-size:10.0pt;\n\tfont-family:\"Times New Roman\";\n\tmso-ansi-language:#0400;\n\tmso-fareast-language:#0400;\n\tmso-bidi-language:#0400;}\n<\/style>\n\n<![endif]--><\/p>\n<p class=\"MsoNormal\"><span style=\"font-size: 11.0pt; font-family: Georgia;\">For those who do not know David Ogilvy, he is an infamous, late-1900\u2019s advertising executive and copywriter, one of the pioneers of information-rich, soft-sell ads. We recently came across an article on this advertising giant written by Beth Hayden, Senior Staff Writer for Copyblogger Media. What caught our eye were genius quotes on advertising and good writing. Here are 10 of Ogilvy\u2019s gems: <span style=\"mso-spacerun: yes;\">\u00a0<\/span><br \/>\n<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 11.0pt; font-family: Georgia;\">Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.<\/span><\/li>\n<li><span style=\"font-size: 11.0pt; font-family: Georgia;\">Talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels.<\/span><\/li>\n<li><span style=\"font-size: 11.0pt; font-family: Georgia;\">In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.<\/span><\/li>\n<li><span style=\"font-size: 11.0pt; font-family: Georgia;\">If you\u2019re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.<\/span><\/li>\n<li><span style=\"font-size: 11.0pt; font-family: Georgia;\">On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.<\/span><\/li>\n<li><span style=\"font-size: 11.0pt; font-family: Georgia;\">Never use tricky or irrelevant headlines\u2026 People read too fast to figure out what you are trying to say.<\/span><\/li>\n<li><span style=\"font-size: 11.0pt; font-family: Georgia;\">Do not \u2026 address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.<\/span><\/li>\n<li><span style=\"font-size: 11.0pt; font-family: Georgia;\">If you have all the research, all the ground rules, all the directives, all the data \u2014 it doesn\u2019t mean the ad is written. Then you\u2019ve got to close the door and write something \u2014 that is the moment of truth which we all try to postpone as long as possible.<\/span><\/li>\n<li><span style=\"font-size: 11.0pt; font-family: Georgia;\">There isn\u2019t 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 margarines\u2026 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.<\/span><\/li>\n<li><span style=\"font-size: 11.0pt; font-family: Georgia;\">Don\u2019t bunt. Aim out of the ball park. Aim for the company of immortals.<\/span><\/li>\n<\/ul>\n<p class=\"MsoNormal\"><span style=\"font-size: 11.0pt; font-family: Georgia;\">\u00a0<\/span><\/p>\n<p class=\"MsoNormal\"><span style=\"font-size: 11.0pt; font-family: Georgia;\">SOURCE:<span style=\"mso-spacerun: yes;\">\u00a0 <\/span>Beth Hayden\u2019s article, <em>\u201c13 Timeless Lessons from the Father of Advertising\u201d<\/em> can be read on <a href=\"http:\/\/www.copyblogger.com\/lessons-from-david-ogilvy\/\" target=\"_blank\">Copyblogger.com <\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>For those who do not know David Ogilvy, he is an infamous, late-1900\u2019s advertising executive and copywriter, one of the pioneers of information-rich, soft-sell ads. We recently came across an article on this advertising giant written by Beth Hayden, Senior Staff Writer for Copyblogger Media. What caught our eye were genius quotes on advertising and&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[23,22],"_links":{"self":[{"href":"https:\/\/www.bygeorgejournal.ca\/index.php?rest_route=\/wp\/v2\/posts\/4130"}],"collection":[{"href":"https:\/\/www.bygeorgejournal.ca\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bygeorgejournal.ca\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bygeorgejournal.ca\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bygeorgejournal.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4130"}],"version-history":[{"count":6,"href":"https:\/\/www.bygeorgejournal.ca\/index.php?rest_route=\/wp\/v2\/posts\/4130\/revisions"}],"predecessor-version":[{"id":4136,"href":"https:\/\/www.bygeorgejournal.ca\/index.php?rest_route=\/wp\/v2\/posts\/4130\/revisions\/4136"}],"wp:attachment":[{"href":"https:\/\/www.bygeorgejournal.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4130"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bygeorgejournal.ca\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4130"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bygeorgejournal.ca\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4130"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}