Beat the competition with single-minded advertising

When David Ogilvy said “the consumer is not a moron, she is your wife,” he intended to remind ad men that we were talking to ordinary people with common needs and wants.

They are certainly not like those that Malcom X talks about who ‘stand for nothing and fall for everything’.

The ordinary consumer is not gullible. They will not buy your product just because you make incredible and unrealistic claims such as ‘tangle-free hair weaves’.

Read the full column on the Business Daily site →

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