Proposals written in strong, clear language are more persuasive, decisive and confident. Customers want the bidder to:
• Accept responsibility
• Make things happen
• Appear confident
• Meet requirements
• Solve their problems
Sentences are typically shorter, more dynamic and more forceful. Active voice is emphatic, decisive and accepts responsibility for action.
Passive voice tends to create longer sentences, weakens your message by evading responsibility and distance you from your customer.