Over the last two weeks, I have emphasized the importance of focusing on your target marketing, what they have for hot buttons and pain points and how your copy needs to be centered on the solutions they need.
So once you have gone through the pre-writing process (with thorough research) and you embark on the act of writing marketing copy, I have a tip for you. It involves passive and active sentence structure, something you likely haven’t even given a thought.
You will find that some also refer to this as writing in passive or active voices, but in this post, and in my book, Do It Yourself Copywriting, I refer to it as sentence structure.
What is the difference?
Passive Sentence Structure: This is where the subject of the sentence (your target) is not taking any action but rather being acted upon by some other agent or something unnamed.
Active Sentence Structure: This is where the subject of the sentence (your target) is the one taking action, making change and coming to a solution.
You almost always want to use active sentence structure as passive still leaves your reader and prospective client with doubt. It makes it more difficult for them to visualize themselves in action and coming to a solution.
Tags: active sentence structure, active voice, allison nazarian, copywriting, marketing, passive sentence structure, passive voice, the copywriting store
