People Copy Quote by David Ogilvy
““On average, helpful information is read by 75 per cent more people than copy which deals only with the product. This ad told how Rinso gets out stains. It was read and remembered””
About This Quote
Source Advertisement: Rinso print ad, 1930s
Informative ads that focus on benefits attract more attention and are better remembered than product‑only ads.
In simple terms: Benefit‑focused ads get more readers and stay in memory.
Key Takeaway
Highlight practical benefits in your messaging.
Themes
advertising
communication
benefits
memory
Mood
engaging
informative
Type
educational
persuasive
When to use this quote
- product launch
- brand awareness
- marketing campaigns
Key Concepts
consumer psychology
information processing
Questions to Reflect On
- How can you make the benefit instantly clear?
- What visual cues reinforce the benefit?
A Different Perspective
If the benefit is unclear, the ad may fail to persuade.
