The term “style” is thrown around a lot by writers, but it’s a misnomer for copywriters because “style” doesn’t work in the extremely short attention economy of the internet.
Good copy isn’t necessarily “stylish.”
But copy that establishes trust, authority, builds relationships, and gets people talking, sharing, and buying is in high demand.
A lack of style is what makes it work, so writers who master this “style” are sought after and revered.
Legendary ad man David Ogilvy was one of those writers, and he said, “A good advertisement is one which sells the product without drawing attention to itself.”
It sounds counterintuitive, but it holds up under pressure, and I’ll explain why great content marketing is built on that exact premise.
