It’s fear, mostly.

Inc. Mag­a­zine: Why Is Busi­ness Writ­ing So Awful?

When you write like every­one else and sound like every­one else and act like every­one else, you’re say­ing, “Our prod­ucts are like every­one else’s, too.” Or think of it this way: Would you go to a din­ner par­ty and just repeat what the per­son to the right of you is say­ing all night long? Would that be inter­est­ing to any­body? So why are so many busi­ness­es say­ing the same things at the biggest par­ty on the plan­et —  the marketplace?

Fear, most­ly.

(via Ryan)