It’s obvious that creativity is an essential part of being a remarkable writer.
But when a results-oriented writer says “creative” and an image-oriented writer says “creative” you have to understand that they are talking about two completely different things.
The results-oriented writer emphasizes problem solving with clear, concise, and compelling copy (for example: How do I demonstrate that our product will solve our target customer’s problem?).
The image-oriented writer puts an emphasis on artistic, clever, or humorous copy (for example: How can I demonstrate how entertaining and crafty I am?).