It’s not so much that we should never use passive voice, because it’s often useful and sometimes even necessary. Rather, the issue arises from using passive voice in a sentence that would be better stated in active voice. Let’s learn how to properly use an active voice and figure out what’s the difference between passive vs active voice?
What’s the difference between the two voices? Passive voice vs active voice is determined by the subject-object relationship: a subject is actively doing something, and the object is passively having something done to it. Passive voice either leaves the subject ambiguous or puts the subject at the end of the sentence instead of at the beginning. It’s never exactly wrong to use passive voice, but sometimes using the passive voice makes the sentence unreasonably weak and unclear. Let’s look at some examples:
“A new system of drug control laws was established.”
Using the passive voice here leaves it ambiguous as to who or what established the laws. Like I said, not an error on its own, but let’s try putting it in active voice:
“The committee established a new system of drug control laws.”
Much better! The latter is simply clearer, stronger, more direct, and doesn’t leave the subject ambiguous. You will notice, too, that active voice often results is a shorter sentence (though clearly not in the above example), and concision is also an important element of copywriting. As William Strunk Jr. said in the “The Elements of Style” when writing his rule on passive voice: “…brevity is a by-product of vigor.” Well put, Bill.
Thus, when it comes to copywriting, the active voice is almost always preferable.
If you need help with your copywriting services, contact us today.
What's for Lunch?
