The other day I was asked the following question: “Should I use active or passive voice in sales copy?”

The answer may surprise you.

The premise behind this question is simple. Traditional copywriting rules state that writers should use active voice. And it makes perfect sense.

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.

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.

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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