The 5 Dirty Secrets to Writing a Great Review

We’ve all come across awful product or service reviews online. There’s just so many ways that a review can end up being useless – poor writing, no real advice, biased opinions, overly “salesy” content, no accountability, etc. But sometimes, even a well-written review that offers a clear opinion of the product’s usefulness isn’t enough. Product reviews are incredibly important – Bloomberg Businessweek reported in 2009 that 70% of Americans consult product reviews or consumer ratings before buying. Also, in 2011, Cone Communications released a study claiming that 87 percent of consumers confirmed their decision to purchase after reading a favorable review.

It also showed that 80% of consumers have changed their mind based on negative information found online. So, good product reviewing skills can make or break your sales and affect the amount of money you’re getting from your affiliates. Luckily, there are some common-sense ways to take your reviews to the next level.

#1 – Take a Unique Angle

People can get reviews almost anywhere. Sites like Amazon, ConsumerReports, Yelp, ConsumerSearch, Epinions, Trip Advisor, and Customer Lobby all provide reviews of products and services. The quality of these reviews vary wildly, but the sheer amount of them means one thing – you need to stand out. Why should somebody read your review as opposed to 1,000 others? Using an interesting angle can garner some attention. Humor is always good, as long as your review still provides real information that a reader can use. Check out some of Amazon’s funniest user reviews for inspiration. You can also try formatting the review in a unique way, such as creating a fake interview, a top 10 list, or an FAQ.

To put it simply, it’s good to provide more than just product specs and your opinions. Talk specifically about how you used the product in different situations and how it performed. Rather than saying, “The iPad 2′s battery life is indeed an improvement,” it would be more interesting for a visitor to read that “the new iPad’s battery lasted for my whole 9-hour flight from Detroit to Amsterdam.”

#2 – Involve Your Readers

Make sure that you have a comments section at the end of your reviews. Getting a large discussion going can be good for SEO and can increase your accountability. How exactly do you get a discussion going? Well, the first trick is to ask questions. For example, you could end a review of a wireless Internet provider by asking something like, “What would you choose? Is slower speed acceptable if the price is right?” Also, try encouraging your readers to leave comments within the review. For example, you could write, “The modem and router I received took me an hour to set up. (Please comment to let me know if you had the same problem or if I was just doing something wrong.)”

Another way to involve your readers would be to ask for their opinions before you write your review. This way, you can compare what you found to what some of your readers have been saying. For example, you could reach out to UserName2011 through email to ask if he or she has ever used a certain wireless provider. Then, in your review, you could write something like “Reader UserName2011 had similar problems,” or “Although I didn’t like this feature, reader UserName2011 absolutely loved it.” This will help establish a community, which is always helpful for building a site and maintaing credibility.

Getting your readers to post reviews of their own can also help you provide excellent information on a larger scale. For example, you could ask your readers to review a certain wireless provider while mentioning their location. Then you could compile that information into a large article called “wireless Internet by zip code.” This would be extremely helpful to anyone considering using that provider.

#3 – Actually Review the Product

This shouldn’t be a “dirty secret,” but unfortunately, it is. Too many unhelpful or downright fake reviews flood the Internet – remember when Belkin was paying people 65 cents per review to leave positive feedback on their routers being sold at Amazon, Buy.com, and NewEgg regardless of whether or not they actually used them? It’s very easy to hide behind Internet anonymity and claim that you’ve reviewed a product when you haven’t. Of course, you’ll never gain credibility or long-term success this way. (Not to mention, researchers are starting to develop software that spots fake reviews.)

The other problem in this category involves using a product or service but not being an authority on the subject. For example, I could get my hands on the newest Fox oboe model. I could write an eloquent, SEO-friendly review discussing its appearance, dimensions, and materials used for manufacture; however, this wouldn’t change the fact that I know nothing about oboes. A review of this type isn’t really a review, it’s basically just a regurgitation of product information. Don’t attempt to review something you’re completely clueless about – write about things in which you can provide an informed opinion.

#4 – Make Comparisons

Think about some recent purchases you made – you probably had to decide between more than one option. This is the case for everyone, and readers love to see reviews that compare two similar products. For example, which title sounds more interesting – “iPhone 5 Review” or “iPhone 5 vs. Blackberry Bold 9900: Which is right for you?” Other examples include:

• Blogger vs. WordPress
• Southwest Airlines or American Airlines?
• Spotify vs. Grooveshark

[http://www.wikinoticia.com/images/bitelia/bitelia.hipertextual.netdna-cdn.com.files.2011.04.Spotify-vs-GrooveShark1.png]

#5 – Add Your Own Images or Videos

Adding an image of you holding a product or using a service adds instant credibility to your review. It shows the reader that you actually used the product. Even better, a video can allow your readers to specifically see what you’re talking about while you opine. Not to mention, video allows you to add more interesting and possibly humorous details to your review. Photos and videos constitute unique media that’s only available on your site. You can then distribute videos on sites like YouTube and Facebook for promotional purposes. So, don’t just find a stock photo of the iPad 2, create a video showing yourself actually using it. Your readers will be getting a high-quality, insightful and informative review that will keep them coming back to your site.

About the Author: Mitch O’Conner is an online marketer and writer. When he’s not busy testing sites, generating traffic or writing content, he enjoys spending time with his wife and kids, watching TV, playing games or going camping.

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