Notice the title mentions copywriting. If you do not know what that means exactly, to sum it up shortly, copywriting is any writing that expresses an intention to sell an idea, service or product. The art of sales copy has existed as long as written language you might say.
Its function is vital to a capitalist economy. Say you plan on quitting your job someday in hopes to sell your new invention. How are you going to tell people about it: sales copywriting. Before modern technology, most marketers used print of some kind and before that most marketers didn’t know they were marketers but still used original branding techniques (often times literally.)
In advertising, indirect marketing and direct sales, the message, whether verbal or visual, is sales copy. The most effective ways to go about the task of creating these messages for sales has gotten more difficult some say as people have become conditioned to personalized versions of most major services and products.
The future is unpredictable in some ways; however, there is a gradual rapid increase of anti-social behavior and an increase in narcissistic behavior as well. With that in mind, sales copy is becoming less about the audience and more about relationships and relating. People feel their dollar is worth enough to make you compete for it.
There are two strategies that can come of this with their infinite derivatives and clones: One being a personal, people-pleasing trustworthy copywriting technique; The other being an equivalently narcissistic and thus relatable message writing strategy.
The benefits of making a long-term value and trust based campaign are that you’ll keep clientele longer. The morale is higher. The stress is lower and marketing assets are reusable thus lowering costs. The downside is less rapid growth.
If the rapid growth of trend building is the goal, relatable messages are more likely to win someone over. It creates the illusion of trust without much effort but does not work equally on all market segments. Not every type of business can be trendy. Your service or product usually has to be practical enough to be adapted for consumer use, if not eventually.
Many people do not refrain from using morally ambiguous marketing strategies but for those who do, genuine trust does take time to build but it is not a trend and does not diminish. Many successful companies try a combination of both white and grey hat practices.
Whatever the case, it isn’t like before when people had more trust for one another. The decrease in social behavior has led to anxiety and fear which can be a hurdle for new brands. People are less likely to try something new without direct personal influence.
It might not be so. This is all speculation.