David Ogilvy: 5 Useful Quotes

Rule of Three • March 2016

MAD MENAs popularised by the television series of the same name, the Madison Avenue ad men of the 1950s were known as Mad Men (they coined the term themselves).

David Ogilvy was one of the original, and most successful copywriters and advertising men, widely hailed as the Father of Advertising. Ogilvy was a creative, as well as an entrepreneur. He founded his own agency in 1949, with $6,000, no college degree and no clients. The company went on to be one of the most successful and respected in the world.

Some of his opinions may be culturally outdated, but many of his thoughts on copywriting, marketing, advertising, and simply how to get your work done are as helpful today as they ever were.

The following quotes are taken from Ogilvy on Advertising, a book that all copywriters (and anyone else in marketing) should read.

“I do not believe that fear is a tool used by good leaders. People do their best work in a happy atmosphere.”

Whether you’re a leader or are working for someone else, it’s important to know that the best work will be

produced in a calm and inspiring environment.

Give yourself the best chance possible by working in the atmosphere where you are happiest.

“The more you know about it, the more likely you are to come up with an idea for selling it.”

Research, research, then research some more. Find out as much as you can about whatever you’re writing about. Look at it from different angles. Seek out new

perspectives.

“Try to find a promise, which is not only

persuasive, but also unique.”

Get passionate about the product, or subject, you are writing about. It may benefit your reader, but what

makes it unique? Find out what makes it special.

“Present your case in terms of the reader’s self-interest.”

This may be obvious but it always bears repeating. It’s not about why you think the product works, it’s about why it works for your reader. Always write with their

point of view in mind.

“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.”

The claret may not always be a good idea, but the part about letting go of your rational thought process is

definitely something to consider – especially if you hit a brick wall. A sense of humour often helps too, and

music, and claret.

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