It has become binary. There are the clients who recognize that they must change their mode of presentation in order to get and keep attention. Those include even conservative organizations and leaders. Then there are the stuck who insist on cautious boilerplate (sort of like Hillary Clinton's "Hard Choices" and recent media interviews.)
The challenge for content strategists and content providers is to learn how to cast those spells. Clients label that kind of copy "explosive," "shocking," and "not coloring within lines." If we want access to the best prospects, we have to demonstrate we know how to deliver on that. That means our portfolio is heavy with that out of the box (OTB) content and we talk the talk in the pitch.
What helped me along was writing for my own byline on a media property with a good editor and trackd with a system of likes, shares, tweets and Google+s. I studied the kinds of edits made. I analyzed the trend on the site of what content was resonating and which wasn't.
You bet, I learned. Yesterday an unexpected copywriting assignment came in. It did because my new signature has been OTB.