3 quotes from OG of advertising - Ogilvy [1 minute read]

1. “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.”

2. "The Consumer isn't a moron, she's your wife."

3. “On 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.”

Conclusion for advertisers:

• Make personalized Ads for everyone. You can't serve same ad for a lady on honeymoon and a divorced woman.
• Customer is smart. Avoid using jargon. Try not to disrupt their beliefs.
• Crisp your headlines. Invest more though in headlines & titles. Also, don't be a clickbait.