David Ogilvy Key To Success In Selling Quote
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The key to success is to promise the consumer a benefit – like better flavor, whiter wash, more miles per gallon, a better complexion.— David Ogilvy
That serious-looking man? David Ogilvy, the godfather of modern advertising. He nailed one simple truth: people don’t buy features—they buy benefits.
Marketing Analysis
Every ad should answer one question: What’s in it for me? Customers don’t care about your tech specs or secret sauce. They care about how your product makes their life better. Whether it’s “whiter wash” or “better flavor,” the promise must be specific, tangible, and desirable.
Why It Works
- Benefits trigger desire, not logic
- Specific outcomes create trust
- Simplicity cuts through ad clutter
- Emotional payoffs drive memory
Examples
- Tesla: “Go farther on a single charge”
- Colgate: “Whiter teeth in 7 days”
- FedEx: “When it absolutely, positively has to be there overnight”
- Head & Shoulders: “Up to 100% flake-free hair”