Copywriter, Brighton | Web Copywriter | SEO | Marketing

Here’s what I mean. Below are two pieces of copy for a hammer:
Passive
This powerful hammer can strike nails into the toughest timber.
Active
This powerful hammer strikes nails into the toughest timber.
Pull back the smothering blanket
Using the active voice often shortens a piece of text. It also removes a layer of words that otherwise form a softening, [...]