Some copywriters write tricky headlines – double meanings, … - David Ogilvy

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Some copywriters write tricky headlines – double meanings, puns and other obscurities. This is counter-productive. In the average newspaper your headline has to compete with 350 others. Readers travel fast through this jungle. Your headline should telegraph what you want to say.

David Ogilvy

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About David Ogilvy

David Mackenzie Ogilvy (June 23, 1911 – July 21, 1999) executive who was widely hailed as "The Father of Advertising". In 1962, Time called him "the most sought-after wizard in today's advertising industry". He founded Ogilvy & Mather.

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Alternative Names: David MacKenzie Ogilvy

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Where people aren’t having any fun, they seldom produce good work.

Never Write an Advertisement Which You Wouldn't Want Your Own Family To Read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.

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 one campaign in a hundred contains a big idea.

Some copywriters write tricky headlines – double meanings, puns and other obscurities. This is counter-productive. In the average newspaper your head… - David Ogilvy

About David Ogilvy

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