10 ingredients of delicious copy [et_social_share] There are loads of techniques that can help you write good copy. ‘Put jokes in about pizza’ didn’t make my top ten, but I’ve done it anyway. Get this image as a PDF [et_social_share] 3 Comments Peter Elliott on March 22, 2016 at 2:03 pm Good stuff as always but the idea you should adhere slavishly to use of the active voice is misplaced. I offer two words to support my case: Kennedy assassinated. You should use whichever ‘voice’ is best suited to conveying your message. I’m going for a lie down now. Reply Geraldine on March 22, 2016 at 9:07 pm Also love a pizza reference, but you missed a trick there with no. 10 – could have written something along the lines of “10 types of tasty toppings”… Reply Simon Grover on March 23, 2016 at 10:45 am Thanks Peter. Hope you enjoyed your lie down. You’re quite right, one should not adhere slavishly to using the active voice. That’s why I say at the top that these are not rules, they are techniques that will help. The basic building blocks of a sentence in English are ‘SVO’ – subject, verb, object. So if you use that construction it will help you sound more like a human and less like a corporation. But that doesn’t mean the passive should never be used. (See what I did there…) Reply Submit a Comment Cancel reply Your email address will not be published. Required fields are marked *Comment Name * Email * Website Notify me of follow-up comments by email. Notify me of new posts by email.