My favourite quote from Ogilvy On Advertising:
“When Aeshines spoke, they said, ‘How well he speaks’. When Demosthenes spoke, they said, ‘Let us march!’”
Unfortunately, when the typical B2B copywriter speaks, they say, ‘I wonder what’s for lunch?’. Without doubt, 90% of B2B copywriting is bland and ignorable. Of the other 10%, a good chunk fails in the other direction: it says, ‘Look at me, aren’t I a clever writer?’.
The only copywriting worth its fee is copywriting that makes people march (after all, who ever heard of Aeshines?).