Learn how passive voice use can confuse the reader and lead to inaction and exits. In this video, Mike explains the issues with passive voice and why it’s not recommended. He demonstrates how to reform passive voice to an active voice use. In addition, he demonstrates how to tighten ad copy to engage users by always focusing on the action.
- [Voiceover] When you write ad copy,…do you use a passive tone or an active tone?…Do you even know?…In passive voice use, the person or thing doing,…also known as the subject,…receives the action as opposed to doing the action.…Using our example of H+ Sport,…if I say,…"H+ Sport was developed by industry experts,…and can change your daily routine."…That's a passive phrase.…If I turn that into,…"Expertly developed H+ Sport will change your life."…That's an active phrase.…
Sounds pretty subtle, right?!…Pretty innocuous.…What's the big deal?…Why get worked up over a phrase that's…simply flipped around?…Here's the big deal.…Passive voice makes thoughts, especially complex ones,…hard to follow as you wonder who is doing what.…Think of a headline.…You want something catchy and immediately grabbing.…If you use a passive tone,…you increase that reader's cognitive load.…Where they actually spend time thinking about what you mean…as opposed to actually acting on what you're selling.…If I say,…"Your life will be changed by drinking H+ Sport every day."…
- Describe how to keep content relevant.
- Recognize the importance of carefully choosing grammar and syntax.
- Cite ways to improve the chances of acquiring new customers in your ads.
- Differentiate between website ad copy and social media ad copy.
- Explain the value of customer personas.
- Name the ways in which content marketing differs from traditional advertising.