What is active language?
Active language refers to a style of writing that prioritises clarity, directness, and engagement with the reader. In active language, the subject of the sentence is performing the action, rather than being acted upon. This not only makes the writing more dynamic and engaging, but also helps to convey information more effectively. It is also one of elements that feed into a strong SEO strategy.
Characteristics of active language in copywriting
One of the key characteristics of active language is the use of strong verbs. Strong verbs are action words that clearly convey the action being performed by the subject. For example, instead of saying “The decision was made by the committee,” active language would say “The committee made the decision.” This not only makes the sentence more concise, but also gives a clearer picture of who is taking action.
Another important aspect of active language is the use of specific and concrete nouns. By using specific nouns, the writer can paint a vivid picture for the reader and create a more engaging reading experience. For example, instead of saying “The car was driven by a man,” active language would say “The man drove the sports car.” This not only provides more detail, but also helps to create a stronger connection between the reader and the text.
In addition to strong verbs and specific nouns, it also often involves the use of personal pronouns. By using pronouns such as “I,” “you,” and “we,” the writer can create a sense of intimacy and directness with the reader. This can help to make the writing more relatable and engaging, as the reader feels like they are being directly addressed.
Simple examples of active language
Copywriting for advertising often makes use of the present continuous tense, present perfect tense and future tense.
Passive Present Continuous: A sandwich is being bought by me
Active Present Continuous: I am buying a sandwich
Passive Present Perfect: A sandwich has been bought by me
Active Present Perfect: I have bought a sandwich
Passive Future: A sandwich will be bought by me
Active Future: I will buy a sandwich
Clear as mud? Great.
Active language is a powerful tool for writers looking to create engaging, clear, and impactful writing. By using strong verbs, specific nouns, and personal pronouns, writers can create a sense of immediacy and connection with their readers. Whether writing fiction, nonfiction, or academic papers, this approach can help to make the writing more compelling and effective.