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The consumer isn't a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.

— David Ogilvy

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More quotes by David Ogilvy

We despise toadies who suck up to their bosses; they are generally the same people who bully their subordinates.

The good salesman combines the tenacity of a bulldog with the manners of a spaniel.

The Theory and Practice of Selling the Aga Cooker (1935)

At 60 miles an hour the loudest noise in this Rolls-Royce comes from the electric clock.

Always hold your sales meetings in rooms too small for the audience, even if it means holding them in the WC. 'Standing room only' creates an atmosphere of success, as in theatres and restaurants, while a half-empty auditorium smells of failure.

… there are now unmistakeable signs of a trend in favor of superior products at premium prices. The consumer is not a moron, she is your wife.

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Attribution

Quote text and notes from Wikiquote: David Ogilvy (page history), available under CC BY-SA 4.0. Source quality and labels are our own summary of what Wikiquote records.