The Popcorn Principle and Other Laws of Creative Copywriting

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Natalia Kovrygina is a copywriter, book mentor, and author of the book "The Everyday Life of a Copywriter." During the Creative Copywriting Conference, she spoke about the popcorn principle and other rules or laws of creative copywriting.

What does it take to create a great creative? How does a copywriter organize their creative work to meet deadlines? And why don't the laws of mathematics work in creativity, as we would like them to? The answers to all these questions are further in the article.

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Forget the muse, remember the deadline
The first rule is: "Forget about the muse, remember the deadline ." In fact, very often creative professions are mythologized, and it is believed that this is not for everyone, that you need to have a special talent or that God should kiss you on the forehead. Let's refute these myths.