The writing hides as much of the writer as it reveals. The writer seems aware of an audience, but often to weigh words carefully or discard personal insights in favor of safe generalities. The writer does not seem to reach out to an audience, or to anticipate their interests and questions. The writer speaks in a kind of monotone that flattens all potential highs or lows of the message. The writing may communicate on a functional level, but it does not move or involve the reader.
Lively verbs energize the writing.
Precise nouns and modifiers create pictures in the reader's mind. Words include imagery, metaphor, simile, alliteration, or technical details to create pictures in the reader's mind. Familiar words and phrases communicate, but rarely capture the reader's imagination. Still, the paper may have one or two fine moments. Attempts at colorful language come close to the mark, but sometimes seem overdone.