Writing we should all know
I'm no copywriter (case in point) but there is one essential lesson as a Marketeer or just a business bod we all should know and understand: we all should activate our verbs.
To clarify, this is the active voice, not the active tense. Tense defines the action in time, present, past or future.
Voice defines the relationship between the subject and the verb, who does what.
If the subject performs the action, the verb is active. Example 'Detective Swayne muscled the patrol car around the corner'. Detective Swayne is the subject and he performs the action on the patrol car.
Now, let's allow a copywriter to correct me or to deepen our collective understanding.