'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.'
About this quote
- What does it mean?
- Consumers want detailed information, not just catchy slogans.
- In plain terms
- Smart customers need facts and details to make buying decisions.
- What can you take from it?
- Provide full information to respect customer intelligence.
Where it applies
Putting it to work
Questions to consider
- Do you give customers enough info?
- What info do buyers really want?
Another view
Some audiences prefer quick summaries over detailed information.
More from David Ogilvy
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Permalink to quote #7 'The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.'
Permalink to quote #9 'Never Write an Advertisement Which You Wouldn't Want Your Own Family To Read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you woul…
Permalink to quote #6
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