In the last article we made sure that your content doesn’t scare off your ideal prospect. If you haven’t checked it out, it’s here: https://bstmarketing.me/my-get-more-sales-advice-is-simple-improve-your-writing/
Now, your content suits the role it plays. It’s time we make it actually easy to breeze through for a reader. Once we’ve made them give our stuff a try, it’s definitely time we keep them reading what we wrote.
But how?
Doing that is simple and easy. The same way you’d do it in a bar.
How The Bar Test Will Fix Your Writings
This is a snippet from an article I read recently:
“As a business owner your job is to solve problems. Someone having electrical issues? It’s a good thing you’re a certified electrician with your own business to solve that customer’s problem. This is the basic principle of running your own business most business owners already know, but what happens when no one knows you even exist? How are we supposed to solve problems if Larry from across the street doesn’t even know who you are as a business? We Market, but we market in a very specific and strategic way that actually allows us to attract clients and make sales.”
If you ever make it through this without rolling your eyes over or thinking that your friend was taken over by AI… you’re a brave man.
It doesn’t pass the BAR test.
What is The Bar Test Really?
The Lindy Effect is the idea that the older something is, the longer it’s likely to be around in the future. The Bar Test is renowned to be undefeated and undisputed. It has worked for centuries and will work for centuries more. Even if there are no more bars in the future this test will still work. As long as human walk the Earth you’ll be able to use this to drastically improve your writing.
The “How To Do The Bar Test?” you have been waiting for:
You look at a section of text, passage, line, verse… and ask yourself:
“Is this gonna work in an actual human being conversation?”
Simple, clean and it works every single time.
Check this sentence out:
As a business owner your job is to solve problems. This is the basic principle of running your own business most business owners already know, but what happens when no one knows you even exist?
In a real conversation, that would sound something like:
Most business owners already know they solve problems for a living. But that’s hard to do if people don’t even know you exist, right?
This makes much more sense right? How it’s much easier to read?
The first sentence sounds like an alien pretending to be a human. The second sentence sounds like an actual human.
Steal This Quick And Easy Way To Fix Your Writing:
Here’s a trick that works every time. It’s going to sound simple and almost childish… but if you give this a try I promise you that you’ll be hooked.
Read your copy out loud.
See if it flows. Where do you stumble? Where does it sound weird? Would you actually say this to a human?
Pretend you’re talking to a friend. Here’s another example that I read recently:
But, most of the people running businesses nowadays barely even think about what problem their product is even solving, let alone whether or not their most likely buyer is male or female, what their age range is, what their interests are, or even what haircut they have
This is a 47 word sentence. If you read this sentence out loud you’ll probably notice it’s a run-on sentence. It needs a period in there somewhere. Because in real life we rarely talk in 47 word sentences.
Conversation has a flow. Some sentences are long, others are short.
Like this one. Only three words.
Get into this habit. It’s going to change your writing for the better. I guarantee it.
Apply this advice to your content and see how much more response you get to whatever you write.
Simply the finest,
Anthony
P.S. Want me to check, rewrite and improve your materials using the BAR test and other principles we’ll be talking about?
Get in touch with my agency today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy of what I’d do differently and discuss it with you in depth on a call.
No cost, no obligation.
If you want to work together I’ll tell you exactly how that works, if you don’t want to work together that’s fine too. No hard selling, no pressure, no annoying sales tactics.
Sounds good? Then fill out this form: Free Marketing Analysis In Lebanon | BST Marketing
Leave a Reply