I once used the word OBSOLETE in a headline, only to discover that 43 …

David Ogilvy
141 citations
I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.
Thought
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If you want ACTION, don’t write. Go and tell the guy what you want. ✨ David Ogilvy (2012). The Unpublished David Ogilvy, p.54, Profile Books
Talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels. ✨ David Ogilvy (1963). Confessions of an advertising man, Holiday House
Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.
The temptation to entertain instead of selling is contagious.
It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than on … ▶

I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.

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