Writing product reviews for the web
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Writing product reviews to attract
today’s web savvy buyer is increasingly important, especially as online
advertising continues to grow so rapidly. Your first aim in writing a product
review is to be found, then it is to encourage readers to choose your product
over a competitor’s. |
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There are various approaches you can take in writing a good product review, but
aside from style there are a number of other important considerations to achieve
maximum effect.
Always aim to address the common questions buyers may have on their mind about
your product. Some of these include:
| • | What is the primary application for this product? (What is it used for?) |
| • | What other secondary applications can it be used for? |
| • | What types of customers are using it and how are they using it? |
| • | What are its most important features and benefits? |
| • | What are the benefits over alternatives in the market? |
| • | What sort of after sales service or support is provided? |
Answer these questions in preparation for writing your product review, and then start to shape them into the form of an article.
Apart from addressing the above questions, here are some other things to consider when writing your product review:
| • | Good structure - Having a clearly defined introduction, main body and conclusion can help the reader make sense of the information. Also try to strike a balance between too much and too little text – between 300 and 500 words is good. Using concise bullets points for lists of features and benefits is also suggested. |
| • | Avoid negativity - Don’t criticise competitors. Rather talk about the strengths of your offering instead of directly referring to the weaknesses of theirs. |
| • | Substantiate claims - Avoid making claims that are not substantiated or that can be perceived as being untrue or exaggerated. Buyers see straight through these and they diminish your credibility. |
| • | Pictures - A picture tells a thousand words! Including good high quality pictures provides a visual tie-in helping buyers identify products and develop a visual impression. |
| • | Video – Linking in video demonstrations is becoming increasingly popular. They provide an opportunity to show your product being used or talked about. |
| • | Search engines - When writing for the web, optimise your product review for search engine visibility. Do keyword research, then use commonly searched terms for your product in the title and main body copy. Consider your keyword density as well – using a phrase or word too often can actually result in a lower ranking. |
| • | Testimonials - Including testimonials from customers even if they are just one short paragraph, can also add credibility. |
A well written product review can be a powerful marketing asset. But remember, it’s a bit of an art form so if you need help pulling it all together; get help from one of the many specialist public relations firms experienced in writing product reviews.
And finally, enjoy the process! Marketing content is meant to be interesting and upbeat. Inspire buyers to choose your product by arming them with the information they need.
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Australia's leading industrial website –
www.industrysearch.com.au
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