The consumer isn't a moron; she is your wife. You insult her intellige…

David Ogilvy
141 citations
The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her. ✨ Confessions of an Advertising Man (1963) ch. 5
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Managing an advertising agency isn't all beer and skittles. After fourteen years of it, I have come to the conclusion that the top man has one principle responsibility: to provide an atmosphere in wh … ▶
Do not 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.
Repeat your winners. If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency.
Hard work never killed a man. Men die of boredom, psychological conflict, and disease. They do not die of hard work. ✨ David Ogilvy (1978). Blood, Brains and Beer
What you learn is more important than what you earn.

The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her. ✨ Confessions of an Advertising Man (1963) ch. 5

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