Here’s what I mean. Below are two pieces of copy for a hammer:
This powerful hammer can strike nails into the toughest timber.
This powerful hammer strikes nails into the toughest timber.
Pull back the smothering blanket
Using the active voice often shortens a piece of text. It also removes a layer of words that otherwise form a softening, smothering blanket between you and your reader. It’s important that your copy retains a sense of urgency, so use the active voice. Your copy will instantly become more direct, more powerful and more persuasive.
(Picture courtesy of Anna Banana)