The Answer is “Brevity”.
When writing commercially, in almost all instances, keeping the copy simple, straightforward, and light is the goal. In a marketing campaign, a company has a very short window of attention to turn potential customers into actual customers. Business writing requires a message that is understandable and complete, but that compete with the deluge of messages that busy professionals get each day. When pitching a project or a business plan, if the material is long and flowery, critical information may get lost. Executives are likely to pass on a project if it isn’t clear what the overall investment is going to be from a first – often brief – read. Writing for technical projects needs to be clean and orderly to keep from missing key software or hardware features. Furthermore, as social media is becoming more of a facet in the marketing plans of businesses large and small, relevant messages have to be received and read before they are pushed off the main screen of a potential client or customer’s feed.
As I write, I follow a personal policy to cut down the message by at least 25% each time I re-read it. I continue to do so until the message is still intact but the copy reads quickly. I would rather write too much and pair it down than have to add fluff or leave out critical information.
Your project is riding on the message, and I craft the copy with that in mind.