When people read your copy, they are alone. Pretend you are… - David Ogilvy

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When people read your copy, they are alone. Pretend you are writing each of them a letter on behalf of your client. One human being to another, second person singular.

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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He tells us that commercials which start by setting up a problem, then wheel up your product to solve the problem, then prove the solution by demonstration, sell four times as many people as commercials which merely preach about the product.

The best ideas come as jokes. Make your thinking as funny as possible.

If the consumer does not perceive any real benefits in the brand, then no amount of ingenious advertising and selling can save it.

When people read your copy, they are alone. Pretend you are writing each of them a letter on behalf of your client. One human being to another, secon… - David Ogilvy

About David Ogilvy

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