I occasionally detect a air of disappointment when I tell people that I am a commercial writer.  I'm often asked whether I've ever tried 'creative writing' by which I presume they mean novels, short stories or poetry, implying there is a hierarchy in writing.  In contrast, I believe that all writing is creative. 

Samuel Taylor Coleridge described poetry as 'the best words in the best order' and that holds true for all writing but especially for commercial writing when you have a limited time to put your message across.

Writing is a craft with process and purpose.   Time spent on research so that you really understand both your subject and audience is invaluable and shows in the finished article.  That's the process - the 99% perspiration that leads to that vital 1% inspiration.  

Novelists and poets write to provoke an emotional response.  They want readers to identify with their characters.  Whether they want readers to laugh or cry, they must first elicit empathy and understanding. 

The purpose of commercial writing is exactly the same - very rarely are you simply selling a product - you are selling YOUR product and you need to make your audience identify with your brand, to persuade them that your product or service matches their image of themselves as they are or as they aspire to be.