David Ogilvy Made His Copywriters

Some Manufacturers Illustrate Their Advertisements With Abstract Paintings. I Would Only Do This If I Wished To Conceal From The Reader What I Was Advertising.

The Creative Process Requires More Than Reason. Most Original Thinking Isn't Even Verbal. It Requires 'a Groping Experimentation With Ideas, Governed By Intuitive Hunches And Inspired By The Unconscious.' The Majority Of Business Men Are Incapable Of Original Thinking Because They Are Unable To Escape From The Tyranny Of Reason. Their Imaginations Are Blocked.

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.

The Best Leaders Are Apt To Be Found Among Those Executives Who Have A Strong Component Of Unorthodoxy In Their Character. Instead Of Resisting Innovation, They Symbolize It.

Sound An Alarm! Advertising, Not Deals, Builds Brands.