In the world of writing for social media, business, or content creation, the active voice is crucial to making copy stronger and each message more effective. When your copy uses an active voice, readers can more easily understand what you want to convey, and your content becomes more engaging. With the volume of information people face daily, words need to be clear and delivered quickly to maintain interest and inspire action. Therefore, using active voice is a key to making your words come alive and become convincing.
The Key to Strong Copy
This article will clearly discuss why using active voice in copywriting is important. You will learn:
- The difference between active and passive voice
- How active voice affects message effectiveness
- Concrete examples from various types of copy
- Techniques to change passive sentences to active ones
- When passive voice is still appropriate
All of this will be presented in a natural and practical way that’s easy to follow.
What Is Active Voice?
Active voice is a way of writing where the subject of the sentence performs the action. In other words, it clearly and directly shows who is doing the action. For example, instead of saying, “The email was sent by Ana,” it is simpler and more effective to say, “Ana sent the email.” Here, it is immediately clear who controls the action — Ana.
Using active voice gives clarity to the reader. They no longer have to guess who is doing what because it is directly stated. This way, the message is understood faster, and there is a greater chance that readers will connect with what you want to communicate.
Compared to passive voice, active voice is usually shorter and more straightforward. Passive sentences are often long and convoluted, making them harder to follow and sometimes obscuring the intent. Because of this, active voice is often used in fields like advertising, sales pages, and social media posts where quick attention and clear communication are needed.
How Active Voice Affects Copywriting
In copywriting, it is important to deliver the message clearly and quickly to encourage action. This is where active voice becomes essential for effective communication.
Active voice is not just a simple grammar rule—it’s a deliberate writing choice that directly impacts the tone, pace, and effectiveness of your copy. When you use active voice to strengthen copy, you make it easier to convey what you want readers to do.
Builds Trust and Confidence
One benefit of using active voice is building trust and confidence in readers. For example, compare these sentences: “The product is used by experts” and “Experts use the product.” The latter is clearer and more direct, making the statement more credible. Because of this, we are more likely to believe it and feel confident trying the product.
More Effective for Call-to-Action (CTA)
Active voice is also important in crafting calls-to-action. Phrases like “Subscribe now” have more force and are more persuasive than “The newsletter can be subscribed to.” This way, readers are pushed more directly to act because it is clear who should act and what is expected.
Examples of Active Voice in Different Types of Copy
In various types of copy, the importance of active voice is evident in making messages livelier and more appealing.
Website headlines
Active voice catches attention faster. For example, “We simplify online payments” directly shows who is doing the action—“we”—giving personality and impact, compared to “Online payments are simplified,” which is vague and actorless.
Product descriptions
It’s not enough to just describe a product; you need to show how it helps the reader. “This sunscreen protects your skin all day” is more effective because it shows action, and the benefit is clear to the reader. Whereas “The skin is protected all day” is more formal and less connected to the audience.
Email marketing
Subject lines need to grab interest immediately. “Start your free trial now” is more intriguing and encourages action than “The free trial is available now,” which sounds like a mere statement without direct appeal.
Social media posts
Active voice gives energy and life to every word. For example, “We built a new feature for you” shows direct communication from the company to the audience, while “The new feature was added” sounds like news without emotion or connection.
In all these cases, active voice adds character, direction, and a stronger impact on readers, making it the preferred choice for effective copy.
Common Mistakes When Using Passive Voice
In copywriting, passive voice often causes confusion and a lack of clarity. Some common mistakes include:
Unclear who is performing the action
For example, “The form was submitted” does not tell us who submitted it. Such sentences lose direction and power because the reader doesn’t know who should respond or act.
Long sentences that lose connection
Passive constructions often lead to lengthy, unclear copy that reduces reader interest. When copy sounds too technical, readers feel like they are reading an instruction manual instead of an engaging message, losing urgency and motivation.
Overuse of the word “is” (or “ay” in Tagalog)
Excessive use of this linking verb makes text heavy and repetitive, slowing understanding and disrupting the natural rhythm of the copy.
Techniques to Switch from Passive to Active Voice
To make your copy stronger and clearer, it’s important to learn how to change passive voice into active voice. Here are simple steps you can follow:
Identify who is doing the action
First, find out who is responsible for the action in your sentence. If unclear, it’s hard to deliver a clear message. Instead of a vague subject, find the actor and make them the sentence’s focus.
Use direct verbs
Next, choose verbs that are direct and easy to understand. For example, instead of “The project was completed,” say “The team completed the project.” This clarifies who did what.
Use “you” for a personal tone
Another effective technique is using “you” to create a personal connection. Instead of “The color is chosen,” say “You choose the color.” This invites direct engagement and makes the copy more relatable.
Review and revise the old copy
It’s helpful to go back to previous writing and find passive voice sections. Rewrite them using these techniques to feel the change in tone and message impact. Each edit makes your copy stronger and more effective.
When Passive Voice Is Appropriate (And Why It Should Be Limited)
Using passive voice is not always wrong. There are situations where it is suitable and effective. For example, when the doer of the action is unimportant, like “The product was damaged during transport.” Here, the focus is on the event rather than who is responsible.
It’s also common in formal or technical documents like legal papers or technical reports, where the process or result is more important than the person who did it. Passive voice provides a neutral, impersonal tone needed for clarity and objectivity.
However, in copywriting—where the goal is to connect with readers, encourage action, and sell—it’s best to avoid excessive passive use. Using active voice to strengthen copy gives you stronger control over tone and brings you closer to your audience, building trust and more effective communication. So, while passive voice has its uses, it should be limited to appropriate situations only.
Practical Exercise: Changing Passive Voice to Active Voice
To practice using active voice, start with simple examples. This kind of exercise makes it easier to feel how your copy’s tone and impact change when you use active voice to strengthen copy.
Here are some sentences you can try rewriting:
Passive: Discounts are given at the end of the month.
Active: We give discounts at the end of the month.
Passive: Questions are answered within 24 hours.
Active: We answer your questions within 24 hours.
Passive: Packages are sent throughout the United States.
Active: We send packages throughout the United States.
You can also try rewriting your old posts or email copy using active voice. You’ll notice the difference in tone and directness that strengthens the message’s impact.
The Power of Words: Clearer, More Direct, More Effective
The strength of a message doesn’t always lie in the number of words, but in their proper use. In copywriting, active voice is one of the most effective ways to ensure every word counts.
When you use active voice to strengthen copy, you give direction to your sentences, life to your brand, and confidence to your readers. You’re not just informing them—you’re inviting them to act.
You don’t need to be a technical writer to include active voice in your content. You just need to choose to be clear, honest, and direct. That way, you’re not just writing. You’re having a conversation.