David Ogilvy

The consumer isn’t a moron; she is your wife.

If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language in which they think.

What really decides consumers to buy or not to buy is the content of your advertising, not its form.

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

On the average, five times as many people read the headline as read the body copy.

Never stop testing, and your advertising will never stop improving.

You cannot bore people into buying your product; you can only interest them in buying it.

When you advertise fire extinguishers, open with the fire.

The more informative your advertising, the more persuasive it will be.

A good advertisement is one which sells the product without drawing attention to itself.

The headline is the 'ticket on the meat.' Use it to flag down readers.

What you say in advertising is more important than how you say it.