Some specialise in this. But whatever the length, topic or subject matter, the essence of effective writing is a deep understanding of both the subject and the readers or viewers being written to. Advertising copy involves constant, detailed revision and rewriting - either to polish the communication, or to accommodate required changes from other people. The meticulous craftmanship, command of varied styles, and conciseness demanded by advertising, somehow make it a better school for the creative writer than, for instance, journalism. The difficulty of writing a short, perfectly crafted advertisement, in the terms of the reader and not the writer, has been compared with that of writing a sonnet.
Many writers enjoy practical and busy careers far from the limelight.
Here the work typically focuses on specialised printed literature or video programmes, including user manuals. Writers need no formal qualifications. Evidence that you can write, and write in the terms of people very dissimilar from yourself, is the only criterion. On the other hand, the ability to write is much assisted by wide reading, an ear for dialogue, and practice in a number of writing and speaking styles. Unlike copywriting, the visual or 'art' side of advertising employs two completely distinct skills, offering quite separate career paths.