I’ve lived much of my life by the maxim “if you can’t dazzle them with diamonds, baffle them with bullshit.”
Long story short, I learned at my writer’s conference this applies to publisher’s too. In fact, bullshitting is basically what writer’s do. It’s the only profession I can think of that literally requires you to talk (or write) out your ass for long periods. And the better and longer you can do it, the more successful you become. The catch is you someone have to turn bullshitting into a finished project and that’s where writing it down comes into play.