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If you've experienced
problem yourself, say so. Describe your experience, and show understanding and compassion for reader's plight. Speaking from real experience earns your readers' trust which always improves sales rates.
If you have trouble figuring out how your reader might be affected by his problem, then you can research that online too.
For example, I searched Google for "hate acne" and came across Acne.org, where one young woman lamented, "My sh%tty skin is seriously ruining my social life and my relationships with men. I'm avoiding it all just cuz I don't want to show my face. Its really sad. I also spend a lot of money on make up. I'm not even asking for most perfect skin (even though it would be nice) but even if I was limited to just a couple zits....and then it would take me under 30 mins to get ready....I would never be home, and I would go back to living life that I ohh so miss."
That gives you a pretty clear picture of how she feels, right?
Now address those concerns using emotive terms and you'll improve your conversion rates.
Here's an example.
Rather than say, "Product A will cure your acne", start with a question that appeals to your reader's emotion, such as "Is acne ruining your social life? Scared to leave house - or even show your face? There IS a solution to your plight."
That introduction brings us to next question which is, 'What does product promise?'
Does product cure problem? Does it work faster, or with less hassle and expense?
You found answers to that question during your product research. In this section you simply summarize your findings.
Next, answer third set of questions, "How well does product solve problem?", "what does it do?" and "how does it work?" based on your product research.
Results are most important information, so it's not necessary to provide nitty gritty details about how you use product or what it's made of or how it is packaged, etc. unless merchant does not supply that information on their site, and you consider information of importance to your reader.
Too, we're all aware that no product is perfect, so don't go overboard and write a completely glowing, one-sided review. To make product review balanced and fair, detail what you do and don't like about product. If you want to avoid negative statements when outlining your dislikes, try phrasing sentence like "although I'd prefer a slightly less greasy formula..." or "although bottle lacks a pump dispenser..." and finish on a positive note.
Lastly, make a value statement. For example, "While Product A and B both eliminate most acne problems in 30 days, Product A wins our 'best value' award priced at $20 less per bottle. Or, if you're writing a single product review, you could say something like, "Acme's Acne Product would be great value even at twice price, but at this price it can't be beat!"
For even better conversions, be sure to include a product graphic on your product review webpage, and a testimonial or two from users that you solicit through your site or use with permission from your merchant partner's site.
In summary, tell your visitors what you would say to a friend if you were telling them about a product that you found and liked. That approach will make writing reviews easier and your friendly attitude will push your conversion rates through roof!
