The document discusses the importance of using active voice and active verbs in writing to create more engaging and compelling content. It provides examples comparing passive and active constructions to illustrate how the latter can enhance reader connection and encourage action. The author emphasizes the impact of language choice on reader perception and interaction with the text.

1. Build mental pictures to
connect with readers
{
Minimize passive voice and inactive verbs
in your writing
Ann Narcisian Videan
anvidean.com

2. Use active voice and active verbs,
not passive voice/ inactive verbs.
This one small change in your writing—whether for a
book, marketing content, or even emails—will make
your message jump off the page, and connect your
reader to your message. When your message compels,
readers emotionally attach...they act (buy).
Most writers use passive voice and inactive verbs. We
speak that way, but should not write that way.
Use active voice/verbs

3. {
Passive voice
Uses inactive "to be" verbs
(is, was, has, have, be,
been) followed by words
ending in “-ed” or
“-ing.”
Description
{
Active voice
Sentences often start with
the subject and use an
active verb to describe
what the subject does.

4. {
Passive voice
{
Active voice
“is jumping,” “are
shouting,” “have enticed”
“jumps,” “shout,”
“enticed”
“The voice was
mesmerizing to the
student.”
“The voice mesmerized the
student.”
“The young girl was
overwhelmed by the
depths of the woman’s
presence.”
Examples
“The woman’s deep
presence overwhelmed the
young girl.”

5. {
Passive wording
“Click here to complete
our short project
assessment form so we are
able to better assist you.”
{
Active wording
“Need personal help to
move you to the next level?
Complete our short project
assessment form and
someone will respond
quickly.”
Sample “call to action”

6. {
Passive wording
“XYZ Corp. is one of the most
recognized brands in the U.S.
and is one the fastest growing
retail sites on the Internet.
They are an upscale discount
retailer with a focus on
delivering an exceptional
guest experience while
providing high-quality, ontrend merchandise at an
outstanding value. ”
{
Active wording
“XYZ Corp., one of the most
recognized upscale discount
retailers in the U.S., greets
you on every visit with
personal attention, highquality, on-trend
merchandise. You benefit
from outstanding value from
one the fastest-growing retail
sites on the Internet. .”
Sample “Profile/call to action”

7. {
Passive wording
“XYZ Consulting has
combined over twenty years
of leadership and project
management at the executive
level with the tools and timeproven best practices in
Change Management in order
to provide the dynamic
perspective and experience
necessary to see your project
to the finish line. ”
Sample “Profile”
{
Active wording
“XYZ Consulting moves you
across the finish line. We
guide your use of Change
Management tools and timeproven best practices, backed
with our dynamic perspective
and two decades of C-level
leadership and project
management expertise.”

8. {
Passive wording
“The principle of integrity is also
critical for engagement. You must be
true to your own values, purpose, and
calling for you to authentically enroll
others in your community, program or
cause. Just today I was enrolling a
client, and realized I really needed to
give her four additional sessions for
the amount she was preparing to
invest, so that her program was on par
with other similarly situated people in
my client base – since a special rate
was being offered to others. She would
have bought just the eight sessions we
were discussing, because she trusts
me! But I knew I needed to make it a
twelve-session program to maintain
my values. ”
{
Active wording
“The principle of integrity also
remains critical engagement. You must
stay true to your own values, purpose,
and calling to authentically enroll
others in your community, program or
cause. Just today, I enrolled a client,
and realized I really needed to give
her four additional sessions for the
amount she expected to invest, so her
program paralleled other similarly
situated clients receiving a special rate.
She would buy only the eight sessions
under discussion, just because she
trusts me! But I knew I needed to
upgrade it to a twelve-session
program to maintain my values. ”
Sample “Nonfiction book excerpt”

9. Ann Narcisian Videan blog,
”Words" section
anvidean.com/2012/04/10/1-writing-tippassive-vs-active-voice/
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