#29: Stop Hiding Behind the Passive Voice: Why Clarity Converts

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Let’s talk about one of the biggest trust-killers in business writing: the passive voice.

You’ve seen it. You’ve probably used it. Heck, we all have.

When you say things like “A decision was made” or “The project was delayed,” you’re leaving the reader wondering: By who? Why? What happened? It’s like watching a movie with invisible characters. You lose the thread. You lose the punch. And most importantly—you lose authority.

In this episode, I share why passive voice is such a silent killer in thought leadership and sales writing, especially when you’re trying to position yourself as the go-to expert. I also walk through real examples from service businesses and show you how to flip them into high-trust, action-driven statements.

Here’s a quick taste:

• Passive: “Campaign assets were created to support the launch.”
   ✅ Active: “We created the campaign assets that drove a high-impact launch.”
• Passive: “Operational bottlenecks were identified and removed.”
   ✅ Active: “I mapped the workflow, found the bottlenecks, and cleared them.”

See the difference? One hides the action. The other builds trust.

If you’re writing a book, crafting a sales page, or just want your words to hit harder—this episode is for you.

And if you want more tools, swipe files, and behind-the-scenes breakdowns to help you turn your ideas into a book that brings in clients, check out BooksThatGetLeads.com. There’s a ton of free stuff waiting for you.