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How to Write a Product Review that Converts

Business Skills

A business review is a narrative account of a customer’s experience with a company’s products and services. It presents the customer’s assessment of the company’s offerings, so that potential customers can make an informed decision as to whether the company is a good match or their needs.
According to research, more than 70 percent of customers base their decisions about doing business with company on the reviews that others have written about that company. In other words, more than half of potential customers decide what bank to switch to, what PR firm to hire, what smartphone to buy, or what hosting service to choose based on other people’s experiences with these products and services.
The above statistic drives home the point that a business review could actually attract potential customers to business or repel them from it. As a customer, there are times when you are so much satisfied with a product or service that you want others to know about it as a way of giving back to the company. By writing a review of such a company, you want more people to enjoy the same experience.
Similarly, there are times when you regretted ever trying out a company’s product or service. Writing a review of the company would be your own way to warn others about the company and save many other people from the same bad experience.
Having discussed what a business review is and how important it is to both companies and consumers, let’s now look at the steps involved in writing a good business review—a detailed one that leaves the reader asking no questions and is enough to help him decided whether to patronize the business.

 

How to Write a Product Review That Sells – Sample Template

 

1. Figure out the goals and objectives of the company
Your first step is to identify the goals and objectives of the business you are reviewing. For example, it could be to help arrange fun-filled vacations for customers, to protect companies from sudden loss of vital information, to offer flavorful and economical meals to low income families, and so on.
Including the goals and objectives of the business you are reviewing will help the customer decide right from the start whether they should be reading the review in the first place. A customer looking to travel to a nearby city within the same state or country has no business reading a review of a company that arranges for international tours.
2. Outline the aspects to be reviewed-: Make a list of the various aspects of the business you are reviewing. These will vary depending on the business and the product or service it offers.
For example, if you are evaluating a web hosting service, some of the categories to address would be price, website structure, customer support, efficiency, and add-on services. But in the case of a catering company, you will be assessing it based on price, presentation, delivery, quality, taste, and freshness of the food.
3. Score the company based on your experience with them-: The easiest way to evaluate the various aspects of the company’s product or service that you used is to assign a numerical value of 1 to 10 to each, with 1 being the lowest and 10 being the highest.
For every score you assign to each aspect, give a detailed reason for assigning that score. For example, you can score a web hosting company 2/10 in the area of support because their support staffs weren’t responsive. Or you can score the same company 8/10 in the pricing aspect because their prices are quite affordable and relatively lower than the market average.
When writing your review, try to identify at least at least one positive item to praise about the business, even if it’s not listed among the main aspects to reviewed. If the bulk of your review is negative, be sure to start with a positive comment or observation. Aside that this indicates honesty and fairness on your part, it makes you review sound more natural—not like one written by someone on a mission to malign the company.
4. Find out whether your experience is the norm for the company-: Truth is, your positive experience with a company might be due to ‘ good luck’, just as your negative experience with a product or service might be just a one-time glitch
For example, a thunderstorm might have caused the long downtime you experienced during the one-week period for which you tried out a web hosting service. Similarly, getting your order later than promised by a retail store might be due to some unforeseen problems. So, you would be fair enough on the business you are reviewing to include whether your experience is the norm for that business.
5. Offer suggestions to the reader-: If your review is a negative one, you should close it by offering suggestions to the company on how their product or service could be improved. And if you have any suggestions for potential customers, include those as well.

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