What is the Reactive Voice?
The Passive Voice: Sydney is loved by Kelly.
The Active Voice: Kelly loves Sydney.
The Reactive Voice: Kelly pines for Sydney.
Each line tells a similar story. The first two are just information, stale statements of fact.
The last one, the reactive one, reveals Kelly’s emotion and it gives you a chance to react. You sense Kelly’s longing. It makes you mentally say, “Aww…” because you know how it feels to suffer for your desire.
That’s the mission of The Reactive Voice: Delivering words that make cents by generating emotion.
Emotion makes people do things. It makes them buy, it makes them learn, it makes them react. My job is to get people to react through the words they see and hear.