Creative Samba

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Hunt for revelations about what your audience needs, but communicate what they want in a way that resonates. 
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Why the copywriter's job is to uncover a product's "inherent drama", then transform it into something new. 
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Why the longer an idea survives, the longer it lives.
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Why breakthrough creative ideas happen when you challenge and reverse obvious assumptions in your industry.
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As Judith Martin AKA 'Miss Manners' put it, "It is far more impressive when others discover your good qualities without your help."
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Why the advertising industry should get back to basic principles like "Let the idea drive the media, not the media drive the idea." 
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When you train your mind to think like a copywriter, you "Learn to look at things as if you had never seen it before in your life". And this will…
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If your copy doesn't affect people's feelings, it isn't communicating. It's just a bad, boring, ignorable sales pitch. 
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Whenever you think you only have two options, being creative opens new possibilities. 
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Millions of web pages and ads are unread, ignored and abandoned. The reason? First paragraphs. This copywriting trick gets first them read.
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Why instead of looking to your competitors for copywriting inspiration, you should break conventions to lead your industry. And that requires writing…
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A shocking social experiment from a British charity. And why negative ads grab more attention than positive-framed ads.
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© 2022 Miguel Ferreira
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