Article by: MaryEllen | Thursday, May 1, 2014

http://s3.amazonaws.com/sc-audio-clips/2014-05-01-sc-barstool-test.mp3

Today’s auto-diary is called the Barstool Test.

When you’re communicating with somebody in your community, in your business community, whether it’s through promotional copy or content copy, are you speaking to them like you’re sitting down at a barstool and just having a conversation?

Very often, with promotional copy, we try to use all these $10 words and what happens is we lose our prospect.

In our copy, when we’re having a regular inbox magazine conversation, that’s exactly what it should be: a conversational tone.

This doesn’t mean informal, but it means not really either condescending or just using all those gigantic words that no one really understands or likes. So make sure, before you send anything out the door, that you read it back and you say “Yes, this has passed the Barstool Test.”

Download as MP3