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

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

Miguel Ferreira's avatar
Miguel Ferreira
May 13, 2022
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Creative Samba
Creative Samba
Finding a product's inherent drama (Hint: It involves a bit of detective work)
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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…

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