Writing With Purpose: Active vs. Passive Voice
Make Definitive Statements With Active Voice
Active voice is one of the hardest semantic habits for any copywriter to develop. The reason?
Many of us talk in a passive way as part of our everyday conversations. And while passive voice is fine for casual chats between friends, direct response copywriting demands the assertiveness of active voice.
Recognize passive voice
The biggest challenge in avoiding passive voice is recognizing it. Thankfully, there’s one telltale sign that should immediately alert you to passive voice—if the subject of your sentence comes after the action.
Here are some passive examples:
Flipping the switch on active voice means rearranging your sentences to put the subject first and the action second.
Here’s a look at those same examples, written in active voice to reflect them as a definitive statement:
When it comes to direct response copywriting, active voice is essential. Not only is it more succinct and to-the-point, it’s also definitive and purposeful.
If you need help developing a strong active voice, sign up for our Mastering Direct Response today.
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