Passive/Active - AND WHY IT'S MATTER TO COPYWRITER
Between #1 "You can read articles, watch hundreds of videos, but nothing will work." #2 "You read articles, watched hundreds of videos, but nothing worked." Which reads FASTER? --------------------------------------- For #1 - the word 'can' forces readers to imagine what will happen IF they do the actions. This requires logic. Reading this costs significant energy. For #2 - Readers look at the actions and see nothing that asks for their attention. They effortlessly skip to the next sentence. This costs 0 time & 0 energy. ------------Lesson----------- There's a place called "drop-off point" where most readers click off (email/blog/article). This is because at that point, the information stops flowing. Readers seize that chance to determine if the text is worth further investment of their time, then drop off if it doesn't.