I am a flat-out, unabashed lover of copy. All kinds of copy.
On one hand, no one I know of enjoys more than I do, reading copy that's written in classic literary style.
And on the other hand...
Nobody and I mean no one, anywhere is a more ardent advocate than I am of the "You don't have to know how to write well to make a good living writing copy" school of copywriting.
Every style in between is fine with me, too—Love 'em all!
Unfortunately, buyers of copy usually park their opinions at one extreme or the other.
Never mind what we think is in a buyer’s best interest ... what would probably boost their sales to new levels, what might expand their business volume, or what could possibly exempt their business from the many erosional effects of aggressive competition—It’s just common sense that brings me to this obvious conclusion—No matter how compelling your pitch, if for any reason buyers don’t like your style of copy, you’ll waste your time evangelizing on deaf ears touting its many merits and you’ll be no richer for it.