Finding a product's inherent drama (Hint: It involves a bit of detective work)

Every product has that special little something that makes consumers keep buying it. 

Ad legend Leo Burnett called it "inherent drama".

The copywriter's job is to uncover a product's "inherent drama", then transform it into something new. 

When Comedian Ricky Gervais was 13, his English teacher gave him an invaluable writing tip, "Write about what you know…