When writing copy for just about any media, it’s always vital that you write in the dynamic voice – certainly not the passive.
Active sentences provide your copywriting spark and travel, energising your sales communication with phrases that enliven the reader and inspire them to do something. Indeed, just employing that one approach in your copywriting will make the difference between securing a sales and losing one.
If you utilize passive sentences in your copywriting, they often times appear awkward and toned, and you run the chance of your communication being boring. Consider about any of it, you wouldn’t obtain a boring salesperson, why if you feel compelled to act after limp and uninteresting copywriting?
So just how do we actually write productive sentences? Firstly, it is critical to understand how each kind of sentence gets results. Let’s focus on the active sentence.
In a dynamic sentence, the main topic of the sentence works the actions expressed in the verb. Basically, the topic вЂacts’ – which provides sentence its travel and spark.
Here’s a good example:
The pet bit the man
In this sentence, вЂthe dog’ may be the subject matter of the sentence, and the person may be the object – with the verb in the centre driving the dog’s actions.
Here’s another example, is it possible to choose the relevant elements of the sentence as talked about above?
The princess kissed the frog
The verbs in productive sentences may take on several tenses, they are:
– Basic Present, eg – I love sport
– Present Progressive, eg – I am playing soccer now
– Simple Former, eg – We visited the recreation area yesterday
– Past Progressive, eg – These were running for three hours
– Potential, eg – I’ll get right up late tomorrow
– Present Best, eg – He has resided in this article for twenty years
– Present Ideal Progressive, eg – Mike features been taking walks for five time, and he hasn’t done yet
– Past Excellent, eg – John stated he’d attended the cinema
– Future Excellent, eg – He won’t own finished his job until 5 pm
When applying the passive tone of voice in a sentence, the topic is acted after or receives the actions expressed in the verb.
For example, heading back to your first sentence above:
The boy was bitten by the dog
Another example is:
The princess was kissed by the frog
In addition, the verbs in passive sentences undertake the following tenses:
– Basic Present, eg – Automobiles are shipped to numerous foreign countries
– Present Progressive, eg – The meals is being prepared
– Simple Recent, eg – The parcel was sent yesterday
– Past Progressive, eg – An announcement had been made
– Potential, eg – The groceries will come to be picked up
– Present Best, eg – The arrangements have already been made for us
– Past Best, eg – We have been offered visas for six months
– Modals, eg – IT can be used
– Subject matter/Object, eg – The girl was sent a package
– By, eg – They are generally taken to the soccer by their friends
In most instances, your copywriting will get clearer and extra direct in the event that you want to write active sentences. That is especially essential when writing sales materials, as you need the reader to do something after your words.
Try rewriting a bit of your copywriting using only the active voice, after that compare it to the initial – you’ll be amazed by just how much more kick the next draft has.
Purdue University Online Composing Lab