Using the passive voice is a common mistake. If you’re using the passive voice, you may be slowing your prospects down in reading your copy. Your copy will be harder to understand.
But when you write using the active voice, your copy is clearer and more direct. It’s easier to understand.
But first of all … what is the difference between the active and passive voice?
The active voice is used when the subject of the sentence is doing something. For example, ‘Jim threw the ball’ is written in the active voice. In the sentence, Jim is doing something. He’s throwing the ball.
The passive voice is the other way around. When the passive voice is used, something is being done to the subject. For instance, the passive voice for the earlier example sentence would be, ‘The ball was thrown by Jim.’ The subject is the ball, and something is being done to it. It’s being thrown by Jim.
Also, notice that the active voice version of the sentence uses fewer words than the passive voice version. It only uses 4 words whereas the passive voice version uses 6 words. One of the copywriting rules that is important to follow is to be concise. When your copy is concise, it’s easier to understand. And it’s more direct.
Sentences written in the active voice generally use fewer words. So by writing in the active voice, you’ll also be following a proven copywriting rule. Your writing will be more concise. And your copy will be stronger.