How creative do you have to be? Let’s forget about being creative and get on with the job of writing advertisements. The creativity is inherent in the process, but if you try too hard to make your ad better than anyone else’s you’ll only skim the surface. Put all of your energy into understanding what presses your reader’s buttons, and then think about how to press them, which is the fun bit.
Copywriting for Design, Advertising, and Marketing by Mark Shaw