“I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.” ― David Ogilvy, Ogilvy on Advertising
“Some copywriters write tricky headlines – double meanings, puns and other obscurities. This is counter-productive. In the average newspaper your headline has to compete with 350 others. Readers travel fast through this jungle. Your headline should telegraph what you want to say.” ― David Ogilvy, Ogilvy on Advertising
Written in 1980, some of the concrete examples used may show their age, but the principles presented within are timeless. A beautifully written book by a master of copywriting prose.