Ever attended a dreary cocktail party? You’re stuck in a corner, listening to someone recount the thrilling saga of their recently purchased lawn mower. The story, despite its dull premise, has potential. But the storyteller, bless their heart, has a knack for making even the most action-packed tale feel as riveting as watching paint dry. Why? Passive voice.
There’s dynamism in good storytelling, much like there’s an unmistakable charisma in great leadership. Both command attention. Good copywriting is no different. It should spark excitement, build rapport, and, if you’re in the boardroom, perhaps even earn you a nod of approval from Dave, the notoriously hard-to-impress CFO.
Yet, there’s a copywriting criminal lurking in our midst: the passive voice. Picture it as the uninvited guest to your story’s party. In passive voice, the action is happening to the subject rather than the other way around. It’s like saying, “The cat was chased by the dog,” when you mean, “The dog chased the cat.” Which scenario sounds more thrilling?
Consider this: “Our customers love our product because of its simplicity.” Yawn, right? Now, let’s liven it up: “Our customers love our product for its simplicity.” See what we did there? The difference between a forgettable elevator pitch and a closing deal handshake.
Here’s a little cheat sheet for you: If you spot “to be” or its notorious accomplices (am, are, been, being, is, was, and were) conspiring in your sentences, you might be dealing with the passive voice. These words don’t just lack confidence, they’re like those ambiguous phrases in emails that have you second-guessing for hours. Remember “Seem to…”? It’s the written equivalent of a shrug. You wouldn’t shrug in a sales pitch, would you?
In summary, don’t just avoid the passive voice. Run from it as if it were the last cookie at a board meeting and everyone else has their eye on it. Because in the realm of content marketing, staying active is not just good advice for your fitness regime, it’s crucial for your messaging.