Those who run websites or online
blogs are familiar with the process of writing product reviews. Whether they
write a product review as an affiliate or just as a fan of the product, the
review has the potential to make sales. The better the review, the higher
ranked it will be in the search engine results. This has the potential to
continue making sales for not just weeks or months, but years.
1. Product images and videos
An image or video of the product
or service that is being reviewed should always be included. You can use a
picture of the product that you’ve taken yourself, you can use a picture from
the company’s website, or you can take a picture of yourself using the product.
Depending on what the product is, you can also include before and after
pictures. When including a video, you can screen cast for digital products,
record unboxing a physical product, or a video using the product.
2. Product description
The product should be described
in detail including the size, features, ordering process, package and delivery
details, benefits, expected results, and your specific results. Consumers want
to feel confident that if they order the product today, they will receive what
is expected. Personal experience and personal thoughts are what makes a good
product review. The reader then can relate through the review and can picture
him or herself in your position.
3. Buyer description
This is where the review will
describe who the product is intended for, as well as who it is not for.
Depending on the product, it might not be a fit for everyone—just look at the
plethora of toothpaste choices in the grocery store. The review should describe
the ideal buyer and the viewer should be able to easily decide if the product
is right for them or not. If there are two or more products that are similar
but are aimed at different people, include the alternate recommendation for
people who might need the similar product.
4. Proof
There should be two types of
proof that are included in the product review. Proof that the reviewer it did
actually review the product, and proof that the product does work. Lots of
people express skepticism of product reviews and do believe that product review
sites are biased and that the reviews are based on compensation or payment. The
proof can be produced by photos or videos, by providing a description of the
product that is more in depth than the website, by mentioning additional
features or bonuses that are not advertised, and by bringing to light the
negatives.
5. Negative
Pointing out the negatives with a
product or with its ordering process will make the review objective. If the
obvious negatives are not mentioned, it will increase the skepticism. Do not be
afraid to tell the readers about the negatives; they are likely already
thinking about it and now is your opportunity to address the thoughts and aid
them in making an informed decision. When addressing the negatives, do
immediately follow up with the solution or the reasoning which the negative did
not deter you from the purchase.
6. Call to action
This is a very important element.
The call to action will tell the reader exactly what to do next and it should
be very specific directions that have a smooth transition. It could look like a
link that says “click here to download X” or “get free shipping by ordering
through X.com”.
7. Keyword phrase
As with all pieces of content
created for the Internet, it should be optimized using a specific keyword phrase.
The review can be optimized for the actual product or the review can be framed
around a problem or need. The keyword phrase it should be chosen so that the
ideal reader is attracted.
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