How to Write an Effective Product Review

by Michelle Salater on April 4, 2011

Guest post by David Murton

We’re delighted to introduce David Murton as our guest blogger for today’s Copy Doodle post. David, a professional writer and blogger, shares tips on writing a product review. See below for his guest post:

For many consumers, it takes research and some persuasion to make a buying decision. Product reviews are an excellent way to make the decision process easier. In order to write a product review page that is both compelling and valuable use the list below:

1.) Identify the product / objective.

The product you review should be one that needs reviewing, not a product that is already tried and true. You should know as much background information as possible about this product. Well-written, informative reviews show professionalism. This builds your credibility as a reviewer. For assistance with writing, business writing schools online have plenty of great programs to help develop this skill. Be aware of your objective. Are you trying to gain sales, or are you writing as a passive client? Knowing this will make the entirety of your review appear more fluid and even.

2.) Tell the reader what you’re reviewing.

Your first paragraph should be a preview. The product’s specific name should be stated in full as well as a general description of what it is. If you are doing a comparison product review, clearly outline which products you’re reviewing and distinguish them from each other. Stay on topic. This is key. The more distracted your writing is, the more distracted the reader will be. Your review should be coherent and consistent. All crucial facts should be direct and apparent while experience should act more as filler.

3.) Make it stand-out.

Your review should cover all the bases with quality information. At the same time, your review must make an impression. Write in a way readers will remember. Be creative. If you’re a funny person, use some humor in your review. Readers are first and foremost concerned with the product, though an entertaining read will go a long way. Personal experiences are great for building a connection with the reader. Don’t let these overshadow the facts about the product itself. Presenting factual information is the most important thing and shouldn’t be buried in a mountain of fluff. A more expensive product will need more detailed info, while a less expensive product may do better with more personal experience.

4.) Balance.

Include both basic and advanced information. Always start out with the basic. For example, you’re writing about a new Zumba exercise video. You should explain to the reader what Zumba is before you go further in depth about the video and its value. List both the pros and cons of the product. This lets the reader know you’re unbiased. That honesty in unveiling the cons will allow them to trust the good things you have to say about the product, which may further lead to your end goal.

5.) SEO.

Search engine optimized reviews get more page views and are easier to find. Optimize your review by including key words in your title and by repeating the product name. Search engine bots look for these when they perform a search. Have enough of the right key words or phrases and your review will place a lot higher in the search engine results.

6.) End with a call to action.

A call to action is your final offer. If your objective is to sell the product, end your review with either a link to purchase or a link to the company that sells it. Remember, don’t force the sale of the product on your reader. You’re trying to help them make a decision, not tell them to.

About David Murton:

David Murton has been helping companies build and maintain their online relationships with customers since 2006. He is also a professional writer and blogger, with a particular interest in the open source Drupal platform. On a more personal note, David is an avid piano and accordion player, drawn especially to music of the classical and romantic periods.

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