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David Ogilvy: 7 Marketing Quotes from the Father of Advertising

By | Richard LeCount | addicted2success.com

Marketing trailblazer David Ogilvy, has in many ways defined the business world as we know it today. Through his company Ogilvy & Mather, Ogilvy worked with countless well-known brands from Rolls Royce to Dove, crafting some of the most effective advertising campaigns ever created.

The following quotes from the father of advertising, are examples of his timeless approach to advertising and gives us a glimpse into the mind of the man himself:

1. “The more facts you tell, the more you sell. An advertisement’s chance for success invariably increases as the number of pertinent merchandise facts included in the advertisement increases.”

Ogilvy was a firm believer in providing the customer with the facts from the get-go. Of course, you’ve no doubt heard that benefits, should come before features, and Ogilvy agreed: “The key to success is to promise the consumer a benefit — like better flavour, whiter wash, more miles per gallon, a better complexion.”

But that doesn’t mean they should be substituted for the facts and features of a product or service. After all, how likely are you to buy something without having the faintest idea of what it does?

2. “Tell the truth, but make the truth fascinating.”

It’s always better to tell the truth, rather than relying on heavy-handed and misleading techniques. However, common-sense should prevail and compel you to forever remain faithful to the facts. Consumers aren’t stupid – particularly in this day and age – and if you’re bending the truth, at some point or another, you’ll come unstuck, which is a difficult position to come back from. Having said that, it doesn’t mean your truth needs to be boring, as the man himself said, make it fascinating. 

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