Copywriting
Tactic
Construct Sentences With Active Voice
Active sentences position causes before effects. This sequence matches our real-world experience.
Overview
Active sentences unfold seamlessly with each new word.
- Active: Tim hugged Greg.
- Passive: Greg was hugged by Tim.
Passive sentences unfold in reverse. They require an ambiguous placeholder for the subject:
Passive voice can be helpful when you need to emphasize the object of a sentence. Otherwise, write active sentences.
Likewise, begin sentences with something concrete. Avoid vague words:
- There are _____
- This is _____
Vague words are hazy and intangible, obscuring the subject of the sentence.