Reviews Matter

We all do it. Without even thinking we rely on reviews to point us in the right direction. Reviews help to give us confidence in our buying decisions, so that we not only buy the right product, we feel good about it. To say our buying decisions are influenced by ratings and reviews would be an understatement—more often than not, our buying decisions are determined by them. Whether it’s a restaurant, a car, a computer or a new pair of running shoes, reviews matter.

The reviews we are talking about here are not consumer ratings and reviews, that’s another equally important topic (see The Power of Reviews). The type of reviews we want to discuss are product reviews, written by you, about the products or services you sell.
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Tell us about your product, what do we need to know?
You are the expert here. You know the product, you bought it first with the confidence that others would want to buy it too. You carefully considered certain criteria by choosing one brand or style over another. This type of insight is invaluable to your customer. It is a unique perspective they won’t find anywhere else. To get started just search for an item you sell by typing in the name of the product + reviews. The results will inform you as to what people are already saying about it. For example, search “leaf blower reviews”. The search results reveal several key features that are important to consumers:
  • gas vs. electric
  • noise level
  • weight
  • handheld vs. backpack vs wheeled
  • price
  • warranty
The above information serves as a guideline for the topics that will need to be addressed in order to answer the questions consumers are asking. It also allows you, the professional, to go further in-depth with detailed information that will help your customer find the right product that meets their specific needs.

How to Write a Great Product Review
Start with what you know best. Talking about a product that you believe in is a great way to get the conversation started. Maybe it’s your top selling product—what do you love about it? How does it make your life better? What purpose does it serve? Defining the purpose of your product or service helps people see what role it plays and how it would enhance their everyday lives. Remember, start from the beginning. You have to build consumer understanding from nothing—as if they have never heard or seen the product before. Think about how consumers would find your product online, what would they be searching for?
  • wood flooring reviews
  • reviews of kitchen flooring
  • reviews of big screen televisions

Below we have identified six key elements to include in your product review. Click on the links to see examples of how other businesses have used reviews to help inform their customers.
1. Product image or video. Make it clear what you are reviewing with a picture of the product, or even better, a picture of you using the product. Behr Deckover Paint. A product review is also the perfect place for a video. Video adds proof that you are not just writing about the product, you have hands-on experience with it as well. Read more about the power of video here.

2. Product description. Give a detailed description of the product—dimensions, material, features, benefits, what it does, how it works, etc.  Bluetooth Speaker Review

3. Buyer description. Who is this product for? Who is it not for? The coffee beans described below are for someone looking for a “go-to coffee blend.” If you already have a favorite coffee blend, then this is not for you. Now if you are looking for a coffee blend that will “make the hairs on your arm stand out,”  that’s a whole different bean.
“If you are looking for a“go-to” coffee blend, Whole Bean Organic Arabica Espresso Coffee is worth a try.Expresso Coffee Beans Review

4. Personal experience. Yes, you need to use the product yourself—test it out. Did it perform up to your expectations? Was there a learning curve?
“Here in the Pacific Northwest, we know a thing or two about rain. From months of daily drizzle to heavy downpour in the mountains, we’re acutely aware of the benefits of a quality waterproof and breathable jacket.” Best Rain Jackets

5. Negatives. Was there anything you didn’t like? Don’t be afraid to be honest. Just because there is a negative or con regarding the product, there is usually a solution as well.
“The only real downside I have found is that this camera doesn’t have as many storage options. However, this can be solved through cloud storage.” Security Camera Reviews

6. Call to action. If the customer liked what you said, chances are they’ll want to purchase the product right then and there. Make it easy with a link— “click here to buy.”

Link back to your “Best of” and “Comparison” Articles
Provide comprehensive links to relevant content throughout your site. If you wrote about the product in another article on your website, link to it.

Other types of reviews that matter to your customers.
  • Reviews of products or companies you like and those that share some of your same core values. Introduce them to your friends and spread a little good will. People we love - Jeni's Splendid Ice Cream
  • A review of new regulations that relate to your industry. Laws and regulations are changing every day. Help your customers stay informed by reviewing what is important and what they need to know. Healthcare Reform Updates - Health Markets Insurance Agency
  • Climate or location related reviews. Whether it’s salt air, humidity, freezing temperatures or extreme heat, climate plays an important role in many buying decisions. Address those concerns with reviews of how different products perform in different environments. Mold Resistant Sunbrella Fabric Review
  • Reviews of other services that relate to your business. For example:

If it matters to you, it matters to your customer. In addition to the other CCPBR topics, Product Reviews are just one more way you can give your potential customers the information they are looking for—in-depth information that informs and guides them through the decision making process.

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