David Ogilvy Use Quotations

The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.

Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.

Never stop testing, and your advertising will never stop improving. Testing was used in advertising decades ago. The internet has made testing so easy that every online marketer can use it to improve advertising results. Google content experiment is a free tool for you to do split testing.

I always use my clients' products. This is not toady-ism, but elementary good manners.

Never use jargon words like 'reconceptualize', 'demassification', 'attitudinally', 'judgmentally'. They are hallmarks of a pretentious ass.

We all have a tendency to use research as a drunkard uses a lamppost - for support, but not for illumination