What you say in advertising is more important than how you say it.
What’s the meaning of this quote?
Quote Meaning: This quote by David Ogilvy underscores a fundamental principle of effective advertising: the significance of the message itself over the style or presentation. It emphasizes that the content and substance of your advertising message hold greater importance in influencing consumers than the cleverness or creativity of its delivery.
In the world of advertising, there is often a temptation to focus solely on flashy visuals, catchy jingles, or extravagant production values to capture attention. While these elements can be valuable and memorable, they should always serve the primary purpose: conveying a clear and compelling message about the product or service being advertised.
This quote reminds marketers that even the most creative and visually stunning advertisements will fall flat if they lack a coherent and persuasive message. What you communicate to your audience, such as the product’s benefits, unique selling points, or how it can solve a problem, is what truly matters.
It also highlights the need for honesty and transparency in advertising. A compelling message should be truthful and align with the product’s actual capabilities and benefits. Overhyping or misrepresenting a product may capture initial attention but can lead to disappointment and damage a brand’s reputation in the long run.
In essence, “What you say in advertising is more important than how you say it” serves as a reminder to prioritize substance over style. While creativity and presentation have their place in advertising, the core message should always be clear, convincing, and truthful, as it ultimately determines the effectiveness of the advertisement in influencing consumer behavior.
Who said the quote?
The quote “What you say in advertising is more important than how you say it.” is often attributed to David Ogilvy (Quotes). David Ogilvy was a legendary advertising executive whose principles on effective advertising continue to be studied and applied in the industry.
Chief Editor
Tal Gur is an impact-driven creator at heart. After trading his daily grind for a life of his own design, he spent a decade pursuing 100 life goals around the globe. Tal's journey and recent book, The Art of Fully Living, inspired him to found Elevate Society.
