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“Don’t be like a salesman who wears conspicuous clothes. The small percentage he appeals to are not usually good buyers. The great majority of the sane and thrifty heartily despise him. Be normal in everything you do when you are seeking confidence and conviction”
― Scientific Advertising: Complete and Unabridged
― Scientific Advertising: Complete and Unabridged
“Tell your prospective client what your weak points are, before he notices them. This will make you more credible when you boast about your strong points.”
― Ogilvy on Advertising
― Ogilvy on Advertising
“Give samples to interested people only. Give them only to people who exhibit that interest by some effort. Give them only to people whom you have told your story. First create an atmosphere of respect, a desire, an expectation. When people are in that mood, your sample will usually confirm the qualities you claim.”
― Scientific Advertising (1923): 1923 Library of Congress Facsimile Edition
― Scientific Advertising (1923): 1923 Library of Congress Facsimile Edition
“Information is power. But like all power, there are those who want to keep it for themselves.”
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“These are all common principles of salesmanship. The most ignorant peddler applies them. Yet the salesman-in-print very often forgets them. He talks about his interest. He blazons a name, as though that was of importance. His phrase is, “Drive people to the stores,” and that is his attitude in everything he says. People can be coaxed but not driven. Whatever they do they do to please themselves. Many fewer mistakes would be made in advertising if these facts were never forgotten.”
― Scientific Advertising
― Scientific Advertising
Avery’s 2025 Year in Books
Take a look at Avery’s Year in Books, including some fun facts about their reading.
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