Winning pitches use active language.

Passive language makes you sound weak and uninspired: “We understand that you want to complete this project in record time. Here is our approach.”  Passive language says you are an order taker.

Active language tells the prospect you are in charge: “Here is our approach to complete this project in record time.”  It’s a subtle but very powerful difference.

The bonus for using active language is that it will convince you that you are the leader, and you’ll act accordingly.

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