Good Writing: The Bar Test (Part 2)

If your content has passed the first test—looking the part—congratulations. Now, let’s make it irresistible.

Here’s the deal: once your prospect starts reading, it’s your job to keep them hooked. They’ve walked into your “bar.” Now, can you get them to stay for a drink or two?

Here's how to know if your copy is keeping them in or driving them out: The Bar Test.

What Is the Bar Test?

It’s simple, timeless, and brutally effective. Here’s the rule:

Would you say this to an actual human being at a bar?

Sounds obvious, right? But you’d be shocked how often businesses forget this.

Let’s dissect an example:

“As a proprietor of enterprise, your paramount responsibility lies in the resolution of dilemmas. Yet, one must ponder: what transpires when your very existence remains shrouded in obscurity?”

Okay, fine. I made this one up. But it's not too far from what I read in certain blogs, articles, and even ads.

Now, let's use the bar test and make it human:

“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?”

See the difference? It’s shorter, snappier, and way easier to digest. You’re talking with your audience, not at them.

The #1 Fix for Stiff, Boring Writing

Want to know the quickest way to identify awkward sentences? Read it out loud.

Seriously. If you stumble, if it sounds off, or if you wouldn’t say it to a friend—rewrite it.

Here’s another clunky sentence:

“Most businesses, when they think about their product, don’t really stop to think about the specific problem that their product is supposed to solve, and they also don’t take the time to figure out who their ideal buyer actually is, including their age, interests, haircut, or whether they are male or female.”

Now, read that out loud. Whew. That’s 52 words of pure run-on chaos.

Here’s how a human would say it:

“Most businesses don’t even think about what problem they’re solving, let alone who their customer is. Male? Female? Their age, interests—even their haircut? None of it crosses their mind.”

Shorter sentences. A conversational tone. A natural flow. That’s what works.

Conversation = Connection

If you want to write copy that converts, remember this golden rule:

Conversation beats presentation every time.

People don’t want to be lectured. They want to feel like they’re talking to someone who gets them.

So mix it up. Add some variety. Write like you talk.

Some sentences can be long. Others? Just three words. That’s it.

Final Thoughts

Here’s your new mantra:

Write. Read. Rewrite. Reread. Repeat.

Apply this advice, and watch your audience stick around longer—and maybe even hit that “Buy Now” button.

P.S. Want me to do the heavy lifting for you? I’ll take your materials, run them through the Bar test, and transform them into content that actually works.

No cost. No pressure. Just results.

If that sounds good, fill out this form.

Let’s make your words work for you.