Use Active Voice to Make Your Marketing More Powerful

Want an easy way to make your writing more exciting?

Use active voice, not passive voice.

What Is Active Voice?

Active voice means starting your sentences with the person doing the action, not the person receiving the action.

• Active voice = subject + verb + object
• Passive voice = object + verb + subject

Using active voice makes your copy more clear, concise, and compelling.

Here’s proof…

Example 1

• Active voice:
  • “You will cherish these photos forever.”
• Passive voice:
  • “These photos will be cherished by you forever.”

The active version feels more personal and emotionally engaging.

Example 2

• Active voice:
  • “My grandpa invented cottage cheese.”
• Passive voice:
  • “Cottage cheese was invented by my grandpa.”

The active version immediately tells us who did the action (which really was my grandpa, BTW!).

Example 3

• Active voice:
  • “Customize your template.”
• Passive voice:
  • “Get your template customized.”

The active version feels more empowering and action-oriented.

Why Active Voice Matters for Your Marketing

Many businesses unintentionally fill their websites with passive language. You’ll often see phrases like:

• “Our services are designed to help you.”
• “Results can be achieved with our system.”
• “Your goals can be accomplished through our program.”

These aren’t technically wrong. They’re just not as compelling as phrases like:

• “We help you achieve your goals.”
• “Our system delivers measurable results.”
• “Build your business with proven strategies.”

When You *Can* Use Passive Voice

Passive voice isn’t always bad.

There are a few situations where it actually makes sense, like when…

You Don’t Know the Subject

• “The cookies were stolen off the counter.”

You Want to Place More Emphasis on the Object than the Subject

• “Amendment Z was enacted into law.”

Let’s Give Your Brand an Active (and Engaging!) Voice

The next time you’re writing website copy, an email, or a social media caption, don’t let your writing sit passively on the page.

Use active voice instead!

Want help defining the best voice for your brand?

Check out our free magazine to learn how to DIY your brand voice.

Or reach out to get a custom brand messaging guide for your business, and we’ll do the hard work for you!