Whether you’re a freelancer who works off contract or run your own content business, product reviews are likely a staple of your weekly workload. If they aren’t yet, it’s time to listen up.
Product reviews are one of the best types of content you can produce. Why?
For starters, they pay well and can be turned around quickly. The manufacturers of said products may also grant you access to free samples, really understand the item. That’s a big perk.
Over time, you can develop a reputation as a content expert in a certain field of products or services, attracting clients to you rather than chasing after them asking for work. And finally, product reviews are a great way to increase search engine traffic and boost attention.
Here are the five best tips for writing amazing product reviews.
1. Learn to Write in the Voice of Your Client
Say you’re writing a piece on the best drum throne at each price point. Are you writing that review for a client who runs a general reviews site for non-specialists who don’t know anything special about drums? Or are you writing for a client who runs a music shop whose readers are going to expect a depth of knowledge when they click onto the content side?
Knowing how the client you’re writing for addresses their audience is critical for making your reviews sound trustworthy.
2. Know Your Audience
According to research from Power Reviews, 68% of millennials trust online reviews, as opposed to only 34% who trust television ads and reviews.
Young people, who make up the bulk of online shoppers, don’t want to learn about a product from the people who make it. They want to learn about a product from the people that have used it – people like them.
Learn to write colloquially, but not messily, to engage younger readers who are looking for a real person on the other end of that review.
3. Avoid All-Positive and All-Negative Reviews
People write amateur product reviews for many reasons — whether their experience with a product or supplier is good or bad. Research does show that people are up to three times more likely to leave a negative review rather than a positive one.
If you’re writing professional product reviews for a client, remember that in reality, most things are not entirely good or bad. People know that. Being honest about the strengths and weaknesses of a product will inspire trust and drive traffic. It also makes the review more authentic and engaging for the reader.
4. Understand the Product in Question
This one is pretty basic. If you’re writing a product review, know the product! Readers will skip over a review if it doesn’t mention specific parts and functions of a product. People are looking for a real experience with a product in reviews. So get some before you write.
5. Don’t Be Afraid to Sound Like Yourself
You’re not writing a research paper or a hard news story. You should sound like a regular person.
The best way to do that is by focusing on sounding like yourself. Make sure to get all the factual product information in there, but tone-wise, keep it conversational and direct.
Expertise is Attractive
If you build up enough writing in a certain field of product reviews, you can market yourself as an expert. Expertise is attractive to clients who retail those products. This is a great strategy for establishing yourself as a working product reviewer.