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The hallmarks of a potentially successful copywriter include: Obsessive curiosity about products, people and advertising. A sense of humor. A habit of hard work. The ability to write interesting prose for printed media, and natural dialogue for television. The ability to think visually. Television commercials depend more on pictures than words. The ambition to write better campaigns than anyone has ever written before.

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The most effective leader is the one who satisfies the psychological needs of his followers.

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Never allow two people to do a job which one could do. George Washington observed, ‘Whenever one person is found adequate to the discharge of a duty by close application thereto, it is worse executed by two persons, and scarcely done at all if three or more are employed therein.

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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.

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On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

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#advertising, #david-ogilvy

I don’t know the rules of grammar. If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.

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#advertising, #grammar, #humour

The consumer isn’t a moron. She is your wife.

By David Ogilvy

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#advertising, #david-ogilvy

If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.

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Hard work never killed a man. Men die of boredom, psychological conflict, and disease. They do not die of hard work.

By David Ogilvy

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I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.

By David Ogilvy

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