The words and phrases create pictures and linger in your mind. Words are used incorrectly, making the message secondary to the misfires with the words. The writing is marked by passive verbs, everyday nouns and adjectives and lack of interesting adverbs. Striking words and phrases often catch the reader's eye- and linger in the reader's mind. Persistent redundancy distracts the reader.
Lively verbs energize the writing.
Precise nouns and modifiers add depth and specificity. Problems with language leave the reader wondering what the writer is trying to say. The words just don't work in this piece. The words and phrases are functional- with only a moment or two of sparkle. Precision is obvious.