Copywriting
Tactic

Construct Sentences With Active Voice

Active sentences position causes before effects. This sequence matches our real-world experience.

"Loved by clients" is replaced with "clients love us"

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:

Active voice is "Tim hugged Greg" which shows a a seamless image for each section of that sentence. Passive voice is "Greg was hugged by Tim" which shows an image in which Greg is being hugged by something unknown, and it's confusing

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.