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What are the benefits of using active voice in brochures for your audience?

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Active voice is a style of writing that makes your sentences clear, direct, and engaging. It puts the subject of the action before the verb, and the object after it. For example, "The dog chased the cat" is active voice, while "The cat was chased by the dog" is passive voice. In this article, you'll learn why using active voice in brochures can benefit your audience, and how to apply some simple tips to improve your writing.

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1 Why active voice matters

When you write in active voice, you make your message more concise, lively, and persuasive. You avoid unnecessary words and confusion, and you emphasize the agent and the action. This can help you capture your audience's attention and interest, and convey your value proposition more effectively. Active voice also creates a stronger connection with your readers, as it sounds more personal and authentic.

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2 How to identify active voice

To check if your sentence is in active voice, look for the subject, the verb, and the object. The subject is the person or thing that performs the action, the verb is the action itself, and the object is the person or thing that receives the action. If the subject comes before the verb, and the object comes after it, you have active voice. For example, "Our company offers a range of solutions for your needs" is active voice, while "A range of solutions for your needs is offered by our company" is passive voice.

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Sarah Spencer

Director of Operations @ Content Cucumber
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My favorite tip is to check for passive voice by adding "by zombies" to the end of a sentence. If it fits, it's passive voice and should be revised. I first saw this on Tumblr in high school, and it's been helping me ever since.

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3 How to avoid passive voice

In most cases, it is best to avoid passive voice, as it can make sentences longer, weaker, and less clear. To do so, identify the subject and the object, and rearrange the sentence accordingly. Additionally, use strong and specific verbs, and avoid forms of "to be" and "to have". Furthermore, remove unnecessary modifiers and prepositions, such as "by", "of", or "that". Finally, use the active voice of modal verbs, such as "can", "will", or "should".

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Meagan Shelley

Digital Content Marketer | SEO Specialist | Content Writer
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Just to reemphasize: it's very important to avoid future tensing so you don't confuse your audience. In my experience, readers get snapped out of content that doesn't remain in active voice. Try cutting words like 'you'll' and 'they'll,' and phrases like 'you are going to be.'

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4 How to write active headlines

The headline of your brochure is one of the most important elements, as it can determine whether your audience will read on or not. To write effective headlines, you should use active voice to make them catchy, compelling, and action-oriented. Start with a verb that describes the benefit or solution you offer, use the words "you" or "your" to address your audience directly, include a keyword related to your topic or industry, and keep it short and simple. Avoid jargon or ambiguity for the best results.

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5 How to edit for active voice

Once you have written your brochure, you should review and edit it for active voice. Utilizing tools such as Grammarly or Hemingway can help you identify and correct passive voice, but you should also use your own judgment and common sense. To edit for active voice, read your brochure aloud and listen for any sentences that sound dull, vague, or passive. Highlight the subject, the verb, and the object of each sentence, and check if they are in the correct order. Rewrite any passive sentences in active voice, using the tips from the previous sections. Finally, compare the before and after versions to see how they differ in clarity, impact, and tone.

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Barbara Ruth Saunders

Writer | Developmental Editor
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Know when the passive voice is a strong choice, such as when the emphasis is on the object of the sentence. "Officers arrested the suspect at her home Monday night. She was booked at 9 pm and is being held at the county jail."

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Bhavik Sarkhedi

I Help Founders, C-level Executives and CEOs Increase Online Presence Organically Guaranteed via LinkedIn and SEO | Personal Branding Consultant | Digital Marketer | SEO Copywriter | Futuristic thinker, betting big on AI
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You know, when I use active voice in brochures, it's like talking directly to you. It's lively and interactive, like a face-to-face conversation. A direct action is represented, so it becomes easy for your audience to understand what you are conveying. It's impactful, engaging and, most importantly, it creates a sense of immediacy and clarity. It’s like inviting the audience right into the story you’re telling.

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What are the benefits of using active voice in brochures for your audience?

1

2

3

4

5

1 Why active voice matters

2 How to identify active voice

3 How to avoid passive voice

4 How to write active headlines

5 How to edit for active voice

Copywriting

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What are the benefits of using active voice in brochures for your audience?

1

2

3

4

5

1 Why active voice matters

2 How to identify active voice

3 How to avoid passive voice

4 How to write active headlines

5 How to edit for active voice

Copywriting

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