Our School System Teaches Us to Communicate So Badly! Why Active Voice is Key
Ever noticed how people try to sound more professional by making their writing less clear? I see it all the time, and I was guilty of it too. Yes, it’s true. I’ve also seen it in my daughters’ high school essays and emails. So much fluff. So many filler words. And a whole lot of passive voice sprinkled throughout.
It’s not their fault though. Our school system teaches us to communicate in a way that doesn’t work in the real world. Especially in marketing, branding, and copywriting, where we need to convey so much information with as little as possible, in an effort to grab the attention of an audience with goldfish-like attention spans.
We’re taught that good writing means sounding formal. Complex. “Proper.” That longer sentences are better, and using big words makes you look smart.
But in the real world? That kind of writing just confuses people, and is not relatable to most of us.
Why Passive Voice Hurts Your Message
Let’s start with the big one: passive voice in writing. Instead of saying “We made a decision,” school-taught writing wants us to say “A decision was made.” Sounds more professional, right? Not really. It’s just more vague. There are so many examples of passive voice out there, once you start noticing it.
Active vs passive voice is one of the most important concepts in persuasive copywriting techniques. Active voice encourages action. It’s clear, direct, and assertive.
Passive voice, on the other hand, often feels weak, indecisive, or detached, especially when used in marketing copy or business messaging. If your marketing content sounds like it could’ve been written by a robot, this is probably why.
Active voice in marketing copy is what gets results.
Want a real-world test? Look at any effective call to action (CTA). They’re short, sharp, and active:
“Buy now.”
“Book a call.”
“Let’s talk.”
“Want results?”
You’ll never see a CTA that says, “A purchase should be considered.”
Sounds rather Dickensian, don’t you think?
I should know, my undergraduate degree was in literature, so Dickens was definitely on high reading rotation during those years!
Real-World Businesses Need Real-World Language
It wasn’t until I worked in Communications and Change Management, and later became a copywriter, that I realised how deeply this bad writing was ingrained in me. I’d been trained to use passive voice, filler phrases, and unnecessarily formal language, just like most of us.
But real business communication is about:
Clarity.
Simplicity.
Confidence.
You want your messaging to sound like a human, not a textbook. That’s why writing in active voice is one of the most powerful shifts a business can make. It builds trust, drives action, and actually connects with people. Once you notice it, you can’t unsee it. And it's a real turn-off when you do notice it.
How to Improve Your Brand Messaging
Want to improve your brand messaging? Here’s how to use active voice in copywriting and your overall communication:
Use active voice in your marketing copy: Clear, direct, and engaging language.
Ditch the filler words (you don’t need “in order to” when “to” will do).
Choose clarity over cleverness.
Match your tone of voice in branding to your audience, not your Year 11 English teacher.
Don’t expect to write effectively without actively editing your content.
Use a Speech tool to read out your copy out loud, don’t just read it in your head. You’d be surprised how much you pick up when you hear it read back to you.
Abbreviate as often as possible (unless your branding needs to be overly formal or technical).
And if your current content is still stuck in school-mode, don’t worry. An experienced copywriter worth their weight will fix those issues quick smart.
As a copywriter, I help businesses find their voice, and use it with confidence. Whether you need help developing your brand communication strategy, fixing your website copy, or just figuring out how to communicate more clearly, I’m here for you.
How to Fix Poor Brand Messaging
If your brand messaging is still bogged down with passive voice or your team sounds like they’re still writing Year 12 essays, it’s time to change it up. Because strong messaging doesn’t need to be complex. It needs to be clear, confident, and human.
As Albert Einstein famously said:
“If you can't explain it simply, you don't understand it well enough.”
The key point here is: write it as simply as possible, cull any fluff or fillers, and drive your point home with maximum impact.
💬 Need help cutting the fluff and finding your brand voice? Let’s talk.
Check out this example of what real-world messaging should look like, and if it inspires you, reach out. I’d be glad to help.