In our previous article, we focused on ensuring that your content doesn’t drive away your ideal prospects. If you haven’t had a chance to read it yet, you can find it here
Now that your content is on the right track, let’s take the next step: ensuring it’s easy for readers to engage with and follow. Once we’ve attracted them in, it’s our job to keep them reading and invested in what we have to say.
So, how do we achieve that?
The BAR Test: The Key to Fixing Your Writing
Consider this:
“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 managed to get through that without your eyes glazing over or wondering if you were reading AI-generated text… well, congratulations.
But here’s the truth: this doesn’t pass the BAR test.
What Is the BAR Test?
The BAR Test is simple, yet powerful. It’s been a tried-and-true method for improving writing for centuries, and it will continue to work for as long as humans engage with written content.
Here’s how it works:
When reviewing a piece of copy, ask yourself:
“Would I say this to an actual human being in a conversation?”
It’s that straightforward—and it works every single time.
For example, take this sentence:
“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, it might sound more like this:
“Most business owners already know they’re in the business of solving problems. But that’s hard to do if people don’t even know you exist, right?”
Notice the difference? The first version feels distant and robotic, while the second sounds natural and conversational.
The Easiest Way to Improve Your Writing
Here’s a simple trick that will instantly enhance your writing. It might seem a bit elementary, but once you give it a try, I guarantee it’ll become a habit you can’t live without:
Read your copy out loud.
See if it flows naturally. Where do you get stuck? Which parts sound awkward? Would you say this to a friend?
For instance, take this sentence from a recent article I came across:
“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 it aloud, you’ll likely realize it’s a run-on sentence. It needs some punctuation breaks to make it more digestible. In natural conversation, we don’t speak in long, drawn-out sentences like that.
Just like this sentence: Short, to the point.
Get into the habit of reading your copy out loud—it will work wonders for your writing. I promise you’ll see immediate improvement.
Final Thoughts
By applying the BAR test and reading your writing aloud, you’ll begin to write content that resonates with readers. You’ll craft copy that is clearer, more engaging, and ultimately more persuasive.
Talk soon,
Arian
P.S. Would you like me to review, rewrite, and refine your materials using the BAR test and other principles we’ve discussed?
Reach out to my agency today. If we’re a good fit, I’ll personally evaluate your company and marketing materials, develop a customized strategy, and discuss it with you in detail on a call.
No cost, no obligation.
If we decide not to move forward, no worries—there’s no hard sell, no pressure, and no annoying sales tactics.
Interested? Fill out This form, and let’s get started.
