Today, anyone can review a product online. Just do a quick Google search for anything else “review” and you’ll get pages and pages of reviews from major tech companies, mommy blogs, and of course, random people on Amazon. You’ll find lots of pretentious “experts” on forums, angry reviews on any online store, and funny product reviews that make you wonder how people have so much free time.
Anyone can write a product review and have it viewed by millions. There is definitely a call to make your voice heard. But sometimes it goes too far. For example, when a product doesn’t meet someone’s expectations, or a company doesn’t provide a great service to a person, some reviewers want to punish them. And reviews are a very effective way to do it. Just look at some of the one-star ratings on Amazon or Yelp: people who write in all caps, people who write 5,000-word essays.
There is a sense of power and self-importance that many people feel when writing reviews. And of course, one can argue that this is fine. It’s their review, they can do what they want. But if you’re trying to have a professional online presence and want to be presented as an expert in your field, you should write clear, unbiased, and level-headed reviews, even if the product experience was horrible.
Here are some basic tips to include in any review to get people to read, stay engaged, and trust you. If your intention is truly to help others, these tips are a must.
1. You actually own the product – Obviously!
Earn their trust.
This is a big one. If you want people to trust your review (and ultimately trust you), you need to own (or have tried) the actual product. It may sound obvious, but if you’re new to online reviews, you’ll be surprised by the number of people who review products without ever touching the article. Many people are paid to write good reviews and others just want to damage a company’s image. Either way, it’s not an honest review. If you are writing a review of a product you have never seen, it will be obvious to your reader.
If you do a quick search for $40,000 Samsung TV reviews, you’ll be surprised how many people have reviewed it. I could be wrong, but I highly doubt most people who reviewed the TV actually bought it. As fake as they are, I’m a sucker for these hilarious product reviews. They serve a purpose (comedy), but they don’t really convince people to buy this TV. Be honest.
Here is a link from ABC News:
http://abcnews.go.com/Business/best-amazon-reviews-40000-samsung-led-smart-tv/story?id=21161099
2. Start with a story
Be relatable.
I added this tip because it’s great for getting people interested in your opinion early on. Although if people clicked on your link in the first place, they most likely want to read a review, it’s still a great idea to immediately hook them with an engaging story. People love stories. If they are immediately interested, they are more likely to read all the content. If you have some wit and humor in your writing style, add that too. It’s always great to start with a laugh. This approach makes it more relatable, trustworthy, and interesting. It really goes a long way. Spend a paragraph or two making fun of yourself for sleeping on the floor for two months because you wanted to wait for the perfect mattress to come out. Be relatable. Be human. Then dive into the full review.
3. Details, Details, Details.
Tell them everything.
People want to know everything about their potential purchase. Think about it; When you want to learn more about an item you can buy, wouldn’t you rather read a full review that has pictures, lists, and pros and cons, rather than a single paragraph that basically says, “It was good. I wish it didn’t take 5 days to get there though.” arrive. Phew!”
The more details, the better. What kind of person are you? Because you like it? Why did not you do it? It’s about being able to relate to your readers. If you’re checking out a shirt, tell everyone your size, your height, your build. Was it tight at the waist? Were the sleeves too big? Does it go well with one type of outfit but not with another? Say it! If someone has the same build as you and you say how great the shirt looked and fit, you greatly increase the chances that they will buy it. They will love your review. Convince them in any way.
Add images, show scale, list pros and cons. Tell them how often you used it before it started to show signs of wear or until you learned it. Think of the things you would like to know about the product before you buy it and write about them.
Be understanding. Be the final review. Be the review where readers say, “That’s it. I’m convinced. This product is/is not for me.” The last thing you want is for people to leave your website and look elsewhere to find more information.
4. Call to action
Do this now!
What should they do? By now you have the reader’s attention and most likely his trust. Want to advise them to buy an alternative tech product instead? Do you want them to click on your Amazon affiliate link? Do you want them to read your other blender, shaving cream, food, or funny product reviews? End your review with your final thoughts. Give them powerful statements and tell them what to do next. Buy it! I did not buy it! If you’re honest, relatable, and understanding, you’ll have quite a bit of clout by the time your review is done. Use that power wisely.