Here’s what I mean. Below are two pieces of copy for a hammer:

Passive
This powerful hammer can strike nails into the toughest timber.

Active
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)