David again, this time posting on Inc in 2010 about the horrendous state of copy in the business world. Prescient today as it was 4 years ago.
Who writes this stuff? Worse, who reads it and approves it? What does it say when tens of thousands of companies are saying the same things about themselves?
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?