The overriding concept in your marketing should be to present substance and do it with style. That means the emphasis is on the substance. The readers, viewers and website visitors remember the substance. Too many of them have been trained to create a gorgeous picture, a rhyming headline, or a flashing website when they should be trying to create an eye-popping upswing in your sales curve. 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.