1. It wasn't well written. Too many writers seem satisfied with their work. Today the word entitlement reflects that attitude. "I worked hard on that article and I think it's good. Therefore. . . "
2. The writing or the material isn’t distinctive. Here’s an example of what I mean by that statement. A few months ago, I received a book manuscript from a writer who wanted me to endorse it. He was thoroughly orthodox and totally boring. Everything he wrote was true, but most of the illustrations probably originated with Tolstoy or Dickens. Today’s writers need a fresh approach to any topic.
By contrast, I wanted to write an article about getting an agent. That’s usually considered ho-hum material because articles like that appear annually in most writers magazines. How could I make my article different? Simple. I shifted focus and called it, "Why Would an Agent Want Me for a Client?" The editor bought it and I’ve had the article reprinted several times.
Was my article better written than others? Probably not, but it was distinctive. I took a different approach and that made it stand out.
You don't have any new truth to offer; you can write from an original perspective.