The former: brand positioning, product parameters, functions, relative user age, consumption habits, etc. Everyone needs to have a clear understanding, have high requirements for professionalism, and of course have a good grasp of writing skills. This is a long-term accumulation process and requires a high degree of writing sensitivity. Speech draft, planning scheme, creative description, host string words, advertising language
The latter: in writing, of course, we also need exquisite writing skills, a grasp of the psychological feelings of the characters, a description and rendering of the environment, and a high degree of fit to the framework of the work. Fixed themes, novels, plays, poems, essays, essays.
Both of them need writing skills and have different directions. The former is suitable for teamwork, while the latter focuses on personal creation.