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Subject:Re: Displays versus Appears-Which One? From:"Herman Holtz" <h -dot- holtz -at- worldnet -dot- att -dot- net> To:"TECHWR-L" <techwr-l -at- lists -dot- raycomm -dot- com> Date:Mon, 18 Dec 2000 07:52:05 -0500
> Nicole asked:
>
> > BTW - What exactly is the rationale for total
> > avoidance of the passive voice? ...
> > Why, then, is passive so totally verboten?
One reason for banning passive voice may be found in practices and
policies in direct response sales. It so happens that a large percentage of
readers will not take the action you want them to take as prospective
customers--place an order, ask for more information, request a free report
offered, etc--unless your copy specifically directs them to do so. For some
reason, most seem to totally lack initiative. In any case, that is a
principle in sales, and it transfers to all how to writing. - Herm
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