How to kill the "good guy" in your writing

Hello everyone!

I have made this dreaded mistake in my writing for a long time.

But here is the kicker.

I didn’t even realize I was making this mistake until I was told that my writing was creepy and manipulative … like a good guy.

Oh.

It’s not something anyone wants to hear, especially copywriters and content-driven businesses.

Which brings me to my point.

This is a mistake that many content-oriented companies, email-driven companies, and copywriters make, and they don’t even realize.

The dreaded good guy mistake.

Let’s do it …

Write passively.

Think about this about the “Good Guy”

When you are being “nice” to someone, you are not yourself. You are a little manipulative weasel because you want something from the other person. And those on the receiving end of their kind gestures notice it, feel it, and fear it.

When you’re that “good guy,” you finish last.

And guess what? Your readers can see that “good guy” in your writing. And that type of writing is called passive writing.

But that is not all…

Writing passively also causes problems like …

… turning your writing into a pile of clutter.

Your ideas are lost, you do not speak in a direct voice and you lose all your power in your writing, which weakens your call to action.

So how can you solve this, “passive voice”. trouble?

First…

What is a “passive voice”?

In a passive voice sentence, the subject acts on the verb. You never want to write passively. All your content, emails and copies must be in a direct voice.

What is a “direct voice?” (Also known as active)

The direct voice is when the subject performs the action of the verb.

And this is where you want your writing to be.

Look at these examples and guess which one is active and which one is passive.

… Demetrius ate all six shrimp at dinner.

… Demetrio ate the six shrimp.

Can you guess which one is passive and which one is active?

The upper sentence is the active one and the second sentence is the passive one.

Here are some more examples …

… Click on the link right now to get your formula for fast and deep cleansing of the skin and say goodbye to acne FOREVER.

… If you want to buy the quick and deep cleansing formula to treat your acne, click on the link.

You see the difference? See how having a passive voice in your writing can make you sound like a manipulative sociopath and kill your response, content, and sales letter?

But that is not all…

… You can’t forget the details about whatever you’re writing (or saying). You must be clear and specific because your message is lost.

Here is an example for Hillary Clinton when she accepted the presidential nomination.

First Lady Michelle Obama reminded us that our children are watching and that the President we choose will also be their President.

And for those of you who are just getting to know Tim Kaine, you will soon understand why the people of Virginia continue to promote him: from the City Council and the Mayor, to the Governor and now the Senator.

It will make the entire country proud as our Vice President.

And … I want to thank Bernie Sanders.

Bernie, your campaign inspired millions of Americans, particularly the youth who threw their hearts and souls at our primaries.

It has put the issues of economic and social justice front and center, where they belong.

And to all his followers here and across the country:

I want you to know, I have listened to you.

Your cause is our cause.

Our country needs your ideas, energy and passion.

Now let’s take a look at an excerpt from Trump.

When I see the ruined roads and bridges, or the ruined airports, or the factories moving abroad to Mexico, or to other countries, I know that these problems can be solved, but not by Hillary Clinton, only by me.

The fact is, we can get bigger, better, and stronger than ever: jobs, jobs, jobs!

Wherever I look, I see the possibilities of what our country could be. But we cannot solve any of these problems by trusting the politicians who created them.

We can never fix a tampered system with the same people who tampered with it in the first place.

Experts wrote the rules of the game to stay in power and in money.

You see the difference?

When you read Trump’s speech, he goes into specific details about what he will do and why he is running for president. Clinton’s speech is more vague and confusing. Due to its lack of clarity in its messages, its platform was confusing as hell.

How do I solve my passive problem?

Solving this problem is being more specific and detailed when writing a copy or when writing your emails. Be clear about your message. If you have an editor, use it. Give her your copy, content, or email and ask her to mark the passive sentences.

Use Microsoft Word. When you use the spell checker, the program also looks for passive sentences.

Second, realize that you are writing in a passive voice. Learn to recognize passive sentences in everything you read. You will begin to notice that the world is full of people who write and speak in a passive voice (even the mainstream media!)

When you become aware of passive writing, you will instantly know when passive sentences in your writing.

Another thing you can do is acknowledge the topic in all your sentences. Rewrite the sentence and have the subject do the verb action.

Always keep your audience in mind when writing. Remember that you write to them and not to yourself.

Until then, stay hungry

Demetrio R.

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