Imagine this:
You’re sitting in a bar.
You’ve got a drink in your hand, a buddy across the table, and you’re telling them about something you’re really excited about.
Would you sound like a stiff, formal brochure? Hell no. You’d sound like a real person.
That’s the essence of the BAR Test: Would you say this to an actual human being in conversation?
If your copy doesn’t pass that test, it’s not ready to sell.
Why It Works (And Always Will)
The BAR Test isn’t some trendy new trick. It’s been around forever because it’s based on human nature. We’ve been selling to each other since cavemen were trading rocks. And guess what?
The guy who knew how to communicate simply, clearly, and with a bit of flair?
He’s the one who got the best deal.
You don’t need fancy buzzwords or corporate jargon to sell.
In fact, that crap is a one-way ticket to making people tune out. Keep it simple.
Talk like you would to a friend over a beer, and you’ll find that your message cuts through all the noise.
The Pain of Bad Writing (And Why You Should Care)
Ever read something that made you feel like you were chewing cardboard? Yeah, that’s what bad writing does. It bores, it confuses, and worst of all—it doesn’t sell. And here’s the kicker: a lot of businesses out there are losing money because they’re stuck in this mindset that formal = professional. Meanwhile, the guy who knows how to talk to his customers like they’re real people? He’s cleaning up.
Bad copy is like having a dull knife—you can keep hacking away at the meat, but you’re just making a mess. Sharpen that blade with the BAR Test, and you’ll slice through the competition.
The Test in Action: How to Use It
Here’s how you do it. Every time you write a line of copy, step back and ask yourself: Would I say this to someone sitting across from me in a bar?
If the answer is no, rewrite it.
That’s it. That’s the test.
And it works every damn time because people don’t want to be sold to—they want to be talked to.
If your writing feels natural, like part of a conversation, people will listen.
And if they’re listening, they’re a lot more likely to buy.
Real Talk = Real Sales
Look, you can keep pretending that pretentious, overly complicated copy works.
Or you can accept that writing like a human being is the secret sauce.
The reason this works is simple: People buy from people.
If your copy sounds robotic or salesy, you’ve already lost.
But when it feels like a real conversation, you’re halfway to closing the deal.
Think of it this way: every sale starts with trust. And trust doesn’t come from fancy-sounding words. It comes from real talk.
The Bottom Line
Next time you’re working on an ad, an email, or any piece of writing that’s supposed to sell something, run it through the BAR Test.
Keep it simple, keep it conversational, and ask yourself if you’d actually say this to a buddy.
If the answer is yes, then congrats—you’ve just turned your writing into a sales machine.
Because in the end, it’s not about sounding smart — it’s about connecting. Exell Marketing
Actions Over Words.
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