Do both the main message and the call to action use the active voice? Using the active voice means writing a sentence where the subject performs the action stated by the verb.

An example of a sentence written in active voice is “Abozen is treating the COVID-19 patient.” If the sentence were written in passive voice, it would be, “The patient is being treated.”
Using the active voice clearly identifies who the subject (the doer) is. This is a clearer way of communicating and reduces ambiguity.

Does the material always use words the primary audience uses? Using jargon or uncommon words will not get the message across.