大衛・奧格威（David Ogilvy）的金科玉律：30 條廣告真言改變市場命運｜名言錄

大衛・奧格威（David Ogilvy）是我在行銷領域的偶像。

我讀過不計其數的行銷著作，其中大衛・奧格威就是最讓我印象深刻的大師，我也特別鍾愛他的名言。

每每讀到這些句子，我都感嘆經過數十年後，人們對於這些概念沒有變得更加熟悉，反而認為更加的陌生、模糊。

經過了數十年，這些概念沒有過時，反而更需要被人們重新認識及記憶。

重新認識行銷、重新認識銷售、重新認識品牌，這就是大衛・奧格威（David Ogilvy）能帶給我們的最大寶藏。

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大衛・奧格威是誰？

大衛・奧格威（David Ogilvy，1911–1999）是奧美 (Ogilvy & Mather) 廣告公司的創辦人之一，被譽為「廣告教父」。

他之所以在廣告史上擁有如此崇高的地位，源自他對消費者洞察、創意策略以及廣告文案的深刻見解，也因為他和團隊打造了無數家喻戶曉的經典廣告案例。

以下，我匯整了我最喜歡 David Ogilvy 在行銷領域的名言。

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一、消費者洞察與態度

「消費者不是傻瓜，她是你的妻子。」

“The consumer isn’t a moron; she is your wife.”

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「不要忽視情感訴求；人們購買多半基於感性，而後再以理性解釋。」

“Never underestimate the power of emotion. People buy with their hearts and justify with their heads.”

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「絕不要嘲諷或看低你的顧客，因為他們才是你的衣食父母。」

“Never belittle your customers, for they are the ones who keep you in business.”

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「問問自己：如果我是消費者，我憑什麼理由要對這廣告感興趣？」

“Ask yourself: if I were the consumer, why would I care about this ad?”

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「常有人問，廣告如何才能有效？我的答案始終如一：先確保你真的了解你的客戶。」

“People ask how to make advertising effective. My answer: truly understand your customer first.”

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二、廣告的目的：銷售才是行銷的真義

「如果你的廣告不賣貨，它就不算是有創意。」

“If it doesn’t sell, it isn’t creative.”

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「好廣告能推動產品銷售，而不是吸引所有目光到廣告本身上。」

“A good advertisement is one which sells the product without drawing attention to itself.”

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「缺乏『大點子』的廣告，就像夜裡航行的船一樣，悄然飄過卻無人知曉。」

“If you don’t have a big idea, your advertising will pass like a ship in the night.”

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「我們只做一件事：賣。否則就一無是處。」

“We sell—or else.”

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「與其用一支華麗但效果平平的廣告，不如用內容簡單卻高銷量的廣告。」

“Better a simple ad that sells than a fancy ad that doesn’t.”

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「不要讓廣告成為炫技的舞台，而要讓它成為說服的舞台。」

“Advertising should not be a showcase of cleverness but a stage for persuasion.”

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三、測試、研究與數據

「千萬別停止測試，你的廣告便能持續進步。」

“Never stop testing, and your advertising will never stop improving.”

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「先從研究開始，再憑直覺完成偉大的廣告。」

“Start with research, then rely on intuition to create great advertising.”

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「不做足夠的市場調研，就想當然地推出廣告，是極大的冒險。」

“Launching an ad without sufficient market research is a huge gamble.”

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四、品牌定位與形象

「如果你的品牌形象或定位不夠清晰，就不要期待消費者能替你想好理由。」

“If your brand’s image or positioning is vague, don’t expect consumers to figure it out for you.”

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「一則讓人記不得哪個產品的廣告，形同浪費。」

“An ad that leaves people unable to recall the product is wasted advertising.”

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「你的廣告須如同一面放大鏡，突出產品最動人之處。」

“Your ad should act as a magnifying glass, highlighting the product’s most compelling feature.”

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「若在廣告裡埋藏太多賣點，往往一個也記不住。」

“If you stuff too many selling points into one ad, people end up remembering none.”

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「廣告需要新鮮感，但不能偏離品牌長久的核心概念。」

“Advertising needs freshness, but must never stray from the brand’s enduring core concept.”

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「透過細節刻畫產品品質，能幫助消費者把廣告與真實使用感受對接。」

“By highlighting product details, you help consumers connect the ad with real usage.”

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「不要指望把一件糟糕的產品，靠大肆宣傳變得好賣。」

“Don’t expect a bad product to succeed through advertising alone.”

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「別被競爭對手分散注意力，專注於讓你的產品更好更值得買。」

“Don’t let competitors distract you. Focus on making your product better and worth.”

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五、文案、標題

「廣告文案的標題占了文案成敗的80%。」

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

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「讓你的廣告更具資訊性，你的說服力就會更強。」

“The more informative your advertising, the more persuasive it will be.”

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「你無法用枯燥乏味的內容來說服人們購買；切記，你是在與他們的生活對話。」

“You cannot bore people into buying your product. Remember, you’re having a conversation with their lives.”

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「文字可以欺騙，人性卻敏銳；必須用真誠建立信用。」

“Words can deceive, but human intuition is sharp. You must build credibility through sincerity.”

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「在創作廣告時，想想你的朋友或家人是否願意讀完。」

“When crafting an ad, ask if your friends or family would actually read it.”

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「一個好的標題有時可以頂下一整支廣告的功效。」

“A good headline can be worth the entire ad.”