Firstly, they need to click on your article but how can you make sure they’ll do that?
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Think of the hook like the first few words you say when you walk into a room full of strangers. You wouldn’t start with something boring or irrelevant, right?
You want something that grabs attention and makes them think, “This dude is interesting. Let's see what else he has to say.” It’s that first impression, and in writing, you have a matter of seconds before a reader decides whether they’re in or out.
How do you nail the hook?
You start by knowing exactly what your reader cares or expects to see. Does your article solve any of their problems? Your hook has to be personal, sharp, something that will make them click to find out.
Imagine your back hurting and look for solutions online. You find an article, and it starts by stating the history of this practice, what kind of equipment they use, how long it takes to learn that, and that it's made with quality materials. Do you care about that when you are in pain? I know you don't.
What if it starts with 'Does your back hurt? 3 most common mistakes and how to fix them' You'd be way more inclined to click on that.
Now that you’ve avoided that initial mistake, it’s time to focus on the next crucial step: how to keep them engaged.
Once you’ve reeled them in with the right hook, your job is to make the reading experience as smooth as possible.
How do we do that? Simple. Use the BAR test—just like you would in a bar conversation.
What’s the BAR Test?
The BAR test is your new best friend. It’s undefeated, unbeatable, and completely timeless. It’s the technique you’ll lean on to make sure your copy isn’t just technically correct but also human and relatable.
Here’s the trick: Read your copy out loud and ask yourself, “Would I say this to a person in conversation?” If the answer is no, then you know it needs tweaking.
The “Mumbo Jumbo” you must avoid, like a vampire garlic.
Let’s break it down with an example of a bad copy. This is an actual sentence I came across in an article:
"To provide customers with the optimal product experience, leveraging state-of-the-art technology that caters to ever-evolving consumer preferences in both digital and physical landscapes is crucial for any business aiming to thrive in the competitive marketplace."
If you made it through that without needing a nap, I commend you. This is the kind of sentence that for sure doesn’t pass the BAR test. It’s a jumbled mess of corporate jargon and buzzwords that no one would say in real life.
Say this instead.
"It's no mystery that people want products that work well, and to do that and keep them happy, your business needs to stay updated with the latest tech."
See the difference? Does it make more sense? It does.
How to Pass the BAR Test Every Time
Here’s a quick fix for most bad copy. Read it out loud. Does it flow naturally? Does it feel like something you’d say to your friend at the bar? If not, and he would look at you weirdly, you know you must change it immediately.
You don’t want to overwhelm readers with 50-word sentences. In real conversations, we mix short and long sentences. Like this one. Then something a bit longer for contrast.
Why Does It Matter?
If you can make your copy conversational, people are more likely to stay engaged. When you write as if you're having a natural chat, it removes the friction from the reading experience. No one wants to go through complicated text when they can easily understand the message in a simpler form.
Want your copy to perform better? Pretend you’re talking to a friend at the gym. If you wouldn’t say it to them, don’t write it. Cut out the jargon, break up your sentences, and focus on clarity. It’s that simple.