That sales curve is your responsibility. Substance consists of both facts and opinions. It communicates both features and benefits. And it effectively utilizes both words and pictures. It's style that's fun.
Style makes marketing enjoyable to read and hear.
Or at least it makes marketing digestible. Remember is that your competition isn't Hollywood. It's that company that's been selling to your customers and attracting your prospects. Your competitors are people who don't have stars in their eyes, simply profits on their mind. Given the relationship of substance to style, put your money on substance every time.