Use the active voice – Copywriting tip #2


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)

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