No, this isnâ€™t about personalities; weâ€™ll leave that to the psychological set.
But on second thought, this is about, well, in a way, personality. The personality of your writing.
Today we are confronted with a massive, insidious disease that is killing off massive amounts of potentially good copy.
That, my friend, is passive language. It is the front end of the press release that gives you the symptoms for an early diagnosis. Take the temperature of the writing and you see this: â€œThe local symphony orchestra is planning on holding a concert on Friday.â€
The prescriptive cure is simple and doesnâ€™t involve aspirin. â€œThe local orchestra will play on Friday.â€ Close.
How about â€œThe orchestra is playing Friday.â€
Iâ€™m feeling better already.
Now to make this simple. Use direct and action oriented words. Instead of â€œhas beenâ€ it should be â€œisâ€ or at the very least, â€œwill be.â€
Passive writing is a serious illness of our language. Make your writing stronger by using the present tense. Donâ€™t make news simply old news by dating your release with passive language.
Take two action verbs and call me in the morning.