Meaning: The quote "What you say in advertising is more important than how you say it" by David Ogilvy, a renowned businessman and advertising executive, encapsulates a fundamental principle of effective communication in the world of marketing and advertising. This quote emphasizes the significance of the content and message conveyed in an advertisement, highlighting that the substance of the message holds greater importance than the style or manner in which it is presented.

David Ogilvy, often referred to as the "Father of Advertising," was a pioneering figure in the advertising industry known for his insightful and influential perspectives on marketing and consumer behavior. As the founder of the advertising agency Ogilvy & Mather, he played a pivotal role in shaping the modern advertising landscape and his principles continue to be revered and applied in the field of marketing.

Ogilvy's assertion that the content of an advertisement holds more weight than its presentation style underscores the critical role of meaningful, persuasive, and relevant messaging in capturing the attention and interest of the target audience. While the creative execution, design, and delivery of an advertisement are undeniably important, they serve as vehicles to convey the central message. However, if the message itself lacks substance, relevance, or resonance with the audience, the impact of the advertisement may be diminished regardless of the creative flair or style in which it is presented.

In essence, the quote underscores the principle that the core message, value proposition, and relevance of an advertisement are the primary drivers of its effectiveness. A compelling and persuasive message that addresses the needs, desires, and concerns of the target audience is more likely to resonate and drive consumer engagement than a visually stunning or cleverly crafted advertisement with a weak or inconsequential message.

This principle aligns with the broader concept of content marketing, which emphasizes the creation and dissemination of valuable, relevant, and engaging content to attract and retain a clearly defined audience. In the context of advertising, the focus on the substance of the message underscores the importance of understanding the needs and motivations of the target audience and crafting messaging that speaks directly to those factors.

Furthermore, the quote speaks to the enduring importance of authenticity and transparency in advertising. In an age where consumers are increasingly discerning and skeptical of traditional advertising tactics, the substance and truthfulness of the message carry significant weight. Consumers are more likely to respond positively to advertisements that offer genuine value, address their pain points, and provide honest and transparent information.

Ultimately, David Ogilvy's quote serves as a timeless reminder for advertisers and marketers to prioritize the quality, relevance, and authenticity of their messaging. While creativity and style play a crucial role in capturing attention and fostering emotional connections, the substance of the message remains paramount in driving meaningful engagement and impact. By understanding and embracing this principle, advertisers can create more effective and influential campaigns that resonate with their target audience and drive desired outcomes.