![]() If the focus was the employee and not the repair job, we might say, “Our newest employee did the repair job.”īecause the subject in marketing is often the audience or intended user, you want to be sure to place the focus on them.Īnother common indicator of passive voice is an absent or implied subject.Įxample: Our company was chosen 9/10 times. This sentence construction places emphasis on the action rather than the subject. By is one of the most common ways to recognize passive voice it usually appears between the action and the subject.Įxample: That repair job was done by our newest employee. There are a few things to look for when avoiding passive voice. Now that we’ve gone over active voice in marketing, it’s time to talk about passive voice. Recognizing passive voice (and why it can be a problem) In marketing contexts, you want your audience to see themselves using the product - the audience should be the focus. Instead, try using the active voice in marketing: Your kids will love our applesauce!Ĭhoosing active voice versus passive voice is all about the focus of your sentence. ![]() Would that phrasing make people want to buy the product? Probably not - it’s weak, and the wordiness makes it clunky and awkward. In passive voice: Our applesauce will be loved by your kids. Let’s say you’re selling a new food product, like applesauce, and your goal is to get parents to purchase it for their kids. You can do this by using active voice, and it is especially helpful. If you’re writing content for marketing, you want the content to be readable and compelling. Learn how using active voice in marketing can make your content stronger and more actionable. It may be acceptable in some contexts however, marketing is not one of them. Some people may think passive voice is always incorrect, while some may think it has its merits in certain situations. Passive voice means the subject of the sentence receives the action, while active voice means just that, the subject acts. The difference between these sentences is their voice: the first sentence uses passive voice, while the second uses active voice. Revision: To respond to the students’ questions, such as how to brush teeth in space and if people can cry in space, Hadfield did experiments in space and posted them on YouTube.Of the following sentences, which sounds better?.Example: To respond to the questions that were asked by students, such as how to brush teeth in space and if people can cry in space, Hadfield did experiments in space and posted them on YouTube.Show ownership instead of relying on passive voice: Revision: Scoring higher makes pre-med students think they are better and smarter than their classmates.Example: When a higher score is earned by pre-med students, they think they are better and smarter than their classmates.This can help with passive voice that disrupts sentences or causes confusion. Additionally, you can use an abstract subject. ![]() Move information around and use a stronger verb, but don’t change the meaning.
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