| cl | | | | If you use passive sentences in your copywriting, |
| When writing copy for any media, it's always | | | | they often appear awkward and flat, and you run |
| important to write in the active voice � not | | | | the risk of your message being boring. Just think |
| the passive. | | | | about it, you wouldn't buy from a boring salesperson, |
| Active sentences give your copywriting spark and | | | | so why should you feel compelled to act upon limp |
| drive, energising your sales message with words that | | | | and uninteresting copywriting? |
| enliven the reader and encourage them to act. | | | | So how do we actually write active sentences? |
| Indeed, just employing this one technique in your | | | | Firstly, it's important to understand how each type of |
| copywriting could make the difference between | | | | sentence works. Let's start with the active sentence. |
| securing a sale and losing one. | | | | |