Generate a Tsunami of Clients With This One Trick

In the previous article, we talked about the importance of writing and how to turn it into a superpower. If you haven’t checked it out yet, here it is: https://www.jbsmarketing.co.uk/post/the-secret-super-power-to-attract-more-clients

Now that your content looks the part, let’s make it super-easy for your readers to breeze through your writing and effortlessly continue reading.

There’s a little trick we call the BAR test.

Putting The Bar Test Into Action

‘Marketing is the dynamic, multifaceted art and science of identifying, anticipating, and satisfying customer needs and desires in a way that drives both engagement and profitability. In this intricate web of consumer psychology and commercial persuasion, marketing practitioners craft narratives that resonate with target audiences, leveraging various channels—both traditional, such as print media and television, and digital, including social media platforms, search engine optimization, and content marketing—to create a holistic and omnipresent brand presence. By utilizing data-driven insights and constantly adapting to shifting consumer trends, effective marketing not only drives sales but also plays an instrumental role in shaping the cultural and economic landscapes in which businesses operate, influencing everything from societal values to individual consumer choices on a grand scale.’

Be honest, did you read that? 

Me neither.

This is actual writing that I saw on someone’s website.

This DOES NOT pass the BAR test.

The BAR Test, In a Nut Shell

The BAR test is the holy grail of writing techniques. It is the best thing since sliced bread. It always has and it always will work like a charm.

Take this excerpt from above:

In this intricate web of consumer psychology and commercial persuasion, marketing practitioners craft narratives that resonate with target audiences

If you spoke like a normal person, it would sound something like:

With so many factors to consider, marketers need to connect with their target audiences.

Makes more sense, right? It’s also wayyyyy easier to read.

The first sentence sounds like Terminator trying to blend into 1984 Los Angeles, and the second sentence sounds like a real human.

Here’s the quickest way to fix your copy (what we call writing in the biz):

Read it out loud.

Ask yourself, how would I say this to my friend at a bar?

“Okay… how well does the BAR test really work?”

The difference is night and day.

The BAR test will allow you to see if your writing flows, and figure out where you stumble.

Think: Does this sound weird?

Here’s another example:

‘Running a business requires a delicate balance of visionary leadership, strategic foresight, and meticulous operational execution, where entrepreneurs and leaders must navigate challenges such as managing cash flow, optimizing supply chains, complying with regulations, and meeting evolving expectations, all while fostering a culture of adaptability and continuous improvement, staying attuned to market dynamics, competitive threats, and technological disruptions, and making decisions that align with long-term goals yet remain responsive to short-term demands, ultimately turning success into a blend of profitability, sustainable growth, innovation, and the agility to overcome unforeseen challenges.’

It’s like a herd of running zebra. Where does it end!?

Conversations have flow, and so should your writing.

Think about talking. Some sentences are long. Some short. We have pauses and spaces throughout.

Get into the habit of reading your copy aloud and applying the BAR test. 

When you listen to it, trust yourself. If it sounds off, change it.

This will make your writing the best it’s ever been.

Talk soon,

Joe

P.S. Want me to read, edit, and improve your writing using the BAR test and other principles that we’ll discuss?

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: https://www.jbsmarketing.co.uk/free-marketing-analysis