Quick Copy Tip #5: Be Active, Not Passive.

AKA... why writing in the "passive voice" is dropping your sales.

You're drawn to confidence.

You can't help it! It's psychology, darling.

So, when your copy is doing the grammatical equivalent of blushing, stammering, and beating around the bush?

It's a major turn-off.

That's why it's SO important to recognize the difference between "active voice" (aka the confidence and charm), and "passive voice" (aka the blushing sales dropper).

Active Voice: the subject does the action

"This product will change your life!"

Passive Voice: the subject is acted upon

"Your life will be changed by this product!"

Where the "active voice" got straight to the point, the "passive voice" took the longer, more awkward route.

Small difference, big effect.

Now... is using the "passive voice" inherently wrong?

No!

But, the "passive voice" tends to sound awkward, feel vague, and be more lengthy—all things you DON'T want in sales copy.

Remember: confidence is "active", and unsure and stammering is "passive".