How To Write Content That SELLS (Part 2 - The Greatest Lie School Taught Us)

In the last article, we made sure your content doesn’t scare off prospects. If you haven't checked it, here is the link: https://www.tk-creative.co/en/post/how-to-write-content-that-sells

Okay, now that we've pulled them in. It's time to make sure they don't stop reading.

How can we do that?

Avoid the following mistake:

Mistake That Makes Your Content Boring

Remember in school, when we got tested on reading comprehension?

Have you ever read one of the texts and wondered:

"What’s with all those fancy words?"

Biggest mistake you can make with your content is to try to sound sophisticated.

It’s annoying, condescending, feels like the writer is trying to make an impression.

Here’s an example I read recently from a Barbershop:

“Our skilled barbers craft more than just haircuts; they sculpt confidence and finesse with every snip and shave”

Would you ever speak like this to a customer in real life?”

No. 

So why would you talk like that to your readers?

Improve Your Writing By Using The ‘BAR’ Test

Want a trick to write content that people can’t stop reading? Get prospects glued to their screen?

It’s called the ‘BAR’ test.

Imagine you’re having a beer with your best friend. Hold this picture in mind and go read your content.

Look at your writing and ask yourself:

“Would I ever say this to someone in a real conversation?”

Take this sentence for example: 

“A common concern business owners lament when first we meet is that there are not enough sales leads and they don’t understand why.”

In a real conversation this would sound something like:

“We meet many business owners who are concerned with their leads. They’re not getting enough of them and can’t understand why.”

Do you see how this makes much more sense? 

First sentence is hard to read. Sounds fancy. Uses words like “Lament”.

Second sentence you can say in a real conversation.

Making Your Content Flow

For the ‘BAR’ test to be effective, it needs to be combined with another trick. 

This will sound simple and almost childish… But try it. Your writing will improve dramatically:

Read your stuff out loud. 

Where do you stumble? Where do you sound too fancy? Would you talk like that in real life? 

Here is an example of another sentence: 

“Every day there are dozens and even hundreds of businesses that upload new websites and landing pages to the net and stay with the free domain which is usually given by the platform on which the site is built, when most of these domains look bad.”

Congratulations if you read it without getting stuck.

There is no way you can say this sentence in one fell swoop. It needs a period somewhere. A pause.

Always read your writing out loud and use the bar test. 

I guarantee this will help you write content that sells.

Talk soon, 

Tomer.

P.S. Want to see how I’d use the ‘BAR’ test to rewrite your stuff and attract more clients?

Get in touch with my agency. If we’re a good fit I will personally take a look at your content 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.tk-creative.co/en/free-marketing-analysis