The other day I was asked the fol­low­ing ques­tion: “Should I use active or pas­sive voice in sales copy?” My answer may sur­prise you.

The premise behind this ques­tion is sim­ple. Tra­di­tional rules of good writ­ing state that we should use active voice. When it comes to copy­writ­ing, it makes per­fect sense.

For instance, active voice engages the reader and makes it easy for them to quickly under­stand the copy. They don’t have to sort through a sen­tence to under­stand it.

For those rea­sons, writ­ers are told again and again to focus on using active voice. But I’m telling you that, in some cases, you shouldn’t. And here’s why…

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Some peo­ple have asked me to give a few tips and tricks they can start using right away to apply some of the strate­gies I wrote about in my “Death of the Saleslet­ter” report, with­out resort­ing to audio or video, or fancy scripts.

Aside from the var­i­ous tech­nol­ogy you can start apply­ing to make your sales expe­ri­ence more dynamic, there are some very sim­ple things you can do to your saleslet­ter, right now, to improve its read­er­ship. And ulti­mately, its response.

It’s easy, it’s fast, and it’s proven to increase results.

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“What am I sup­posed to do?”

You may not know it but that’s a ques­tion your read­ers, vis­i­tors and prospects may be ask­ing right now. And it’s also one you need to avoid at all costs, or else it will cost you in wasted traf­fic and sales. In other words, if peo­ple become lost on your web­site at any point, or while read­ing your copy, you in turn will lose them.

For­ever.

Granted, your copy may com­pel your reader’s atten­tion and present an irre­sistible offer. But if it fails to pro­pel their actions too, you will prob­a­bly won­der why it’s not pro­duc­ing any sales or why it’s get­ting such a poor response. If that’s the case, here are three quickie sug­ges­tions you can implement.

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