One simple technique to write higher-converting content
For content to convert, the audience needs to understand your message after a quick skim. Passive voice can dilute the message you’re trying to get to your audience, but many of us aren’t confident identifying and fixing passive voice.
Well, that’s fair because grammar is freaking confusing. This four-step tip can solve most (but not all) instances of passive voice.
Do a Command + F search for is, was, or were.
Yes, that is the Constitution. No, we aren’t working on a rewrite.
Check if they are followed by past participles.
(Past participles often end in -ed or -en.)
Examples of past participles:
Identify the subject.
Once you’ve found a sentence in passive voice, identify the subject. Often the subject is introduced by a phrase beginning with by.
- When this Article was proposed by the Congress.
- A playground was constructed last Friday by our employees.
- Our asset growth was tracked by our app.
Rewrite the sentence.
Now that you know the subject, move it toward the beginning of the sentence.
Passive: A playground was constructed last Friday by our employees.
Active: Our employees constructed a playground last Friday.
Passive: Our asset growth was tracked by our app.
Active: Our app tracked our asset growth.
Active voice helps readers to trust you more and to understand your message when they skim. We just scratched the surface of this topic. If you want the nitty gritty details on active vs. passive voice, check out this article or this one.