Perhaps you’ve already seen these apt quotes which are scattered about the web.  Here are 10 that speak volumes and pertain to content. I’ve listed them in no particular order:

  1. “Consumers do not buy products. They buy product benefits.” —David Ogilvy
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  3. “If you can’t turn yourself into a consumer, you probably shouldn’t be in the advertising business at all.”—Leo Burnett
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  5. “People don’t read advertising, they read what interests them.  Sometimes, it’s an ad.”—Howard Gossage
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  7. “The real advertising writer who is after results makes the reader want something—and then provides what the reader will consider a good excuse for buying it.”—Clyde Bedell
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  9. “I don’t know how to speak to everybody, only to somebody.”—Howard Gossage
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  11. “Copy is a direct conversation with the consumer.”—Shirley Polykoff
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  13. “Mirror the reader to himself and then show him afterward how your product fits his needs.”—Raymond Rubicam
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  15. “Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can’t.” —Morris Hite
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  17. “What do you want from me?  Fine writing?  Or do you want to see the goddamned sales curve stop moving down and start moving up?”—Rosser Reeves
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  19. “What really decides consumers to buy or not to buy is the content of your advertising, not its form.”—David Ogilvy