If you want to be able to easily write content so incredibly good it gets your business more clients, money, and sales, this is for you.
Let’s get started. 👇
Here’s how I discovered most writing is so bad it’s scary.
A couple of days ago, I was considering buying the ‘48 laws of power’ book on Amazon. So, I checked the 5-star reviews. As well as the 1-star reviews. To get a sense of ‘should I buy this or not?’
And I found out two things:
One, I loved the book. And will get a copy.
And two, most people can’t write. AT ALL.
I mean, just look at this 1-star review:
“Book came damaged . Re delivered 3 times . All 3 time the covert was severely damaged . Waiting on my 4th delivery on Thursday . Ridiculous, I had to run to return this book 3 times and waste my time . Mind you after the second reshipment came damaged I had to pay again and still didn’t get my refund for the first books .”
The random white space everywhere. The misspelled words. The flow. Oh boy…it’s bad. So bad it forced me to ask myself this question:
WHYYYYYY? Why can’t this woman put some decent sentences together? Why does she write like an absolute moron?
(Not just her, btw. A lot of people write like this.)
And after some thinking, I knew the answer.
Turns out?
It’s all the phone’s fault.
The phone - a devil in disguise
Yes—that little rectangle you use all the time is the exact reason why the average person’s writing is as good as Stevie Wonder’s eyesight.
And to understand why is simple. Let’s go back to a time when the T-rex still ruled the Earth: 1987. The year before we invented the mobile phone.
Humans are social beings. And need interactions to feel fulfilled and happy. So, how did we facilitate that back then?
By meeting up at parties. Going to the cinema. Grabbing some drinks at a bar. So on, so on. The common thread?
There’s TALKING involved. You were actually chatting with someone IN REAL LIFE.
Something that slowly faded away with the introduction of smartphones.
We still needed the social contact. But now we could do it by typing.
Much more convenient. But much, much worse for your writing skills.
WHY?
Because peer pressure vanished...
Back then, all we did was speak. And people would judge you for speaking badly.
Now, all we do is type. But nobody judges us anymore.
You make a grammar error here. Misspell a word there. But nobody calls it out. So, who cares?
And it’s that sense of carelessness that’s degraded our writing over time.
We feel far too safe and secure behind our little screens and think there’s no consequences.
But that's wrong. There's one. A big one!
The deadly repercussion of writing that sucks
You come off as unprofessional, sloppy, and untrustworthy.
And create a bad reputation for yourself.
Which means three things if you’re a business owner:
No more clients.
No more money.
And no more sales.
So, how do we fix that?
With the bar test:
Read your copy out loud and ask yourself:
‘Would I say this to a human being in regular conversation?’
Why this works? Psychology.
Humans need to connect with actual human beings. So, when they read your stuff, they run it through a filter to figure out if you’re a person or not.
And with the bar test, you’ll always pass that ‘test’. Because it makes your copy as natural and conversational as possible. And it makes you sound like a human.
Until the next article,
Jack.
P.S. Wonder how I’d apply the bar test to all your content?
Then fill out the form here: https://www.jhmarketingresults.com/en/contact-8
Comments