Cover Story: 50 Best Tips of 2009

36. Use active voice.
Active sentences carry more emotion and zest than passive sentences. Take these two examples:
* Active voice: Illuminate outdoor areas with a sconce.
* Passive voice: Outdoor areas can be illuminated with a sconce.
In the passive voice example, two “neutral” words, “can be,” bring no value to the content.
Denise McGill, McGill Copywriting
“9 Tips to Better Catalog Copy,” April 21, Catalog Success: Tactics & Tips