Lesson
3: Reviews and Content
Hunker
down - because not only is this where people had the most
questions, but it's also the MOST important part of your
efforts, in my opinion. While consumers glaze over at your
layout and plugins, they care deeply about whether or not the
content they clicked on will be helpful.
Don't
waste their time.
One
thing I want you to keep in mind. When you're promoting products
on sites like Amazon, you should consider yourself a concierge -
NOT a host. Amazon does REAL well in closing the deal. You just
want to get them to a page that will suit their needs. So quit
trying to SELL - just offer guidance. Hype has no place in
tangible reviews online.
1.
What if I've never owned the product?
The
first thing I suggest is working on reviews for products you DO
own. It helps you give a realistic account of what you like and
don't like. But when you do review products that you don't own,
be honest! You don't have to say, "I don't own this,
but..."
All
you have to do is word your review properly. For example, you
can say, "This product is one of the bestsellers on Amazon
right now, and it's easy to see why. The machine is able to
break down easily and you can put it in the washer." That's
observant without saying, "I OWN THIS!" or "I
don't own this..."
If
it's for an audience that's obviously not you, like toys for
kids, you can say, "I think this would make a great toy for
7 year old kids who love science. I know I would have
appreciated it when I was that age."
You'll
still be working with the same formula of personalization, and
I'll show you that in this lesson.
2.
How do I find time to research and write about products?
There
are three things you need to know about speed. First, practice
makes you faster. This is true with everything, right? You do it
more, you speed up. So understand that over time, you'll go from
snail pace to whipping them out quickly.
Second,
set yourself a schedule that you can handle. You can do one per
day, 3 a week, or one weekly. The idea is to grow your site over
time. Now don't excuse your time wasting (sitting on Facebook)
if you should be cranking out more reviews. Be realistic about
what you're capable of.
Third,
you can partially outsource your reviews to make it speed up. I
have a ghostwriter who I use to write product reviews for my toy
sites. So she'll give me back a paragraph or two about the
details, and then I add the other elements that touch on the
personalization issues (addressed in the next question).
3.
Do I just reword the product description on the site I'm
promoting for?
No.
I hate it when I see reviews like this. Such a waste. What you
want to do is obviously, word it in your own words, but you need
much more than that! I have a few elements I think every review
needs.
First,
storyline. Always, always have some storyline in there! Let me
share a few examples based on a variety of scenarios.
Let's
say you do own the product. You can talk about why you
were seeking this solution, what was happening, what made
YOU specifically invest in this one compared to other options.
For example, let's take my Theraband Flexbar I bought for my
tennis elbow. I could say, "My tennis elbow was hurting so
bad, I couldn't sleep, and electrotherapy was just temporarily
masking the pain. I wanted a solution to fix the problem...so I
bought the Flexbar."
Now
let's say you don't own it, but it's appropriate for you to own
if you did want it. I own the Flexbar, but I don't own another
product on Amazon - the Futuro Elbow Support brace. You could
say something like this: "I know how bad tennis elbow is,
and some days you can't even lift your coffee cup without the
support of your other hand. One thing I know is that when
pressure is applied to the sore spot, it helps alleviate pain.
This brace does that - and the more snugly you wear it, the
better it performs for you." You're not saying you own it.
You're just telling what it does.
Another
scenario - you're reviewing a product but it's not even
appropriate for you. Maybe it's for kids, and you're an adult,
or you're a man and it's a product for women. Let's use a toy as
an example. How about the Simon handheld game? It's a #1
bestseller in handheld games. But it was around when I was a
kid. I never owned it, though. I could say something like,
"This retro toy has been a staple in toy boxes everywhere
ever since it was introduced to kids in 1978. My friends always
had one, but I never did - and I would go to their house and be
mesmerized by it the whole time. Kids today love it, too. The
bright, colorful lights, the competitive pressure, the sounds -
it makes it hard to put down. Plus, it's a toy I love because if
I buy it for my kids, it's something everyone can play, not just
one age group. Of course, my spouse won't like it because s/he
hates noisy toys, but s/he can just to another room while we all
have fun!"
Sometimes
you have to literally pretend like another person handed you the
product and asked your opinion of it. What would you say? If it
was a blender and you've been looking to lose weight, you might
say, "I've been wanting to try one of these - I have some
pounds to shed. This is cool - it's lightweight, doesn't have so
many parts I feel confused, and it's quiet. I wish it has a
storage for the cord, but I can just wrap that up
neatly."
After
storyline comes details about the product. Don't be so sterile
about it. Lighten up when you talk about details - like you're
talking to a friend. So let's say you're reviewing a case of
Playdough. Most people mistakenly write: Includes 10 two-ounce
cans in green, yellow, purple...etc." Boring!
Say
something like this: "This case is awesome because it comes
with 10 colors - and when you're molding things out of
Playdough, you need some variety! If I'm making an ice cream
cone with my kid, I need brown for the waffle cone, green for
mint chocolate chip (don't forget black for the chips), white
for whipped cream, and red for the cherry on top! There are 2
ounces in each can, which is plenty for a starter pack - unless
you're going BIG with your Playdough creation! My favorite
colors are red, white and black - because they're so versatile.
I do wish that instead of two shades of yellows and two shades
of greens, they included a blue and maybe an orange, but it's
easy to add more Playdough on to your order if you want to. My
daughter will have a blast with this set!"
If
a product lists a detail, like speed - you mention what it is
and then something about your opinion on it. "It's 365 per
minute, which is faster than most low-end widgets, but you can
get even faster if you're a speedaholic!"
The
third thing you need to add to the review is what you think of
it compared to similar products out there. So let's use the
Playdough example again. "I love Playdough because we can
mold things with it and it's colorful. Plus, who doesn't love
the smell of Playdough? I don't know why, but it feels
nostalgic. Kinetic Sand, which is also popular for molding and
playing, is fun, but isn't as colorful. They have a purple
option, but it's definitely not something you can mold together
and then separate again."
If
one mixer can do pizza dough, but another can't - make the
comparison. Do it conversationally, like this, "I know some
people love mixers than can make pizza dough. I'm the kind of
pizza fan who loves delivery, so I don't need it - this mixer is
perfect for me, but if pizza dough is a must-have for you, then
you'll need to level up."
The
fourth thing that's great to add is something you wish were
better or different about it. You might say, "I wish it had
___, but ____." Maybe you wish it had more accessories, but
you're glad you can buy them separately. Or you wish it came in
a different color, but the stainless steel works with all decor.
Things like that.
The
last item to add to a tangible review is anything that might go
well with it. Make them think about adding onto their purchase.
So with my Flexbar review, I might talk about Tiger Balm. With
the playdough case, you might mention some of the little
Playdough toy kits you can get with molds, tools, etc. With a
blender, maybe you mention a good blender recipe book or an
accessory add-on. And so on. Let's see it in action:
"I
love Playdough's dough best, but when it comes to tools and
accessories, Melissa and Doug have a great Shape Model and Mold
kit that has much better tools. It comes with 4 cans of clay,
but you can definitely use all your Playdough with the tools
instead, or in conjunction with theirs."
4.
How should I title my posts?
Titles
can done several ways. The last thing you want is to be vague,
though. Never say, "Magical toy to keep kids happy."
That tells me NOTHING about who it's for, what category it might
be in, etc. If you're doing a theme site or post, then stick to
that, such as "Top 10 Toys for Autistic Kids" or
"Top 10 Educational Toys for Toddlers."
If
it's for a specific product, then you can get more specific,
such as, "What Our Family Loves About Kinetic Sand."
Or, "The Pros and Cons of Getting Kinetic Sand for Your
Kids." you can be more specific, if you're doing a certain
slant, such as, "How Kinetic Sand Can Help Your 2-Year
Old's Motor Skills."
It's
still a review, and you're still going to talk about the same
things, but now you have a very targeted audience you're
helping, and your review will also be somewhat of a how to
article, when you add a couple of tips in that are suggestions
for how they might get their kid to use it for that
purpose.
Should
you use "Review" in your title? Sure, if you want to.
Depends on your site. Do I think it's NECESSARY? No. But
sometimes I like to toss in a "Review" like: My
10-Year Old Daughter's Review of the Best Ever After High
Dolls." Why do that? Well, it shows that the target
audience is reviewing it. I have to admit that when I go online
looking for something, even my Flexbar, I never type in things
like, "Thermaband Flexbar review" - why? Sounds spammy
to me. I type in things like, "love my thermand flexbar"
or, "thermaband flexbar wasn't worth it." I look for
"real speak" - not marketing language.
5.
How often should I post?
How
much money do you want to make? It's better to write 1 REALLY
great review per week than 5 half-hearted ones that won't
convert. So forget about volume and forget about time. Do really
good reviews - as many really good reviews as possible for your
schedule. The more the better.
6.
How do I find the best products to review?
Amazon
is a great help for this, but there are other methods,
too. First let's talk about Amazon. Well, there's the
bestseller list. That's a glaring, in your face, obvious one.
Then there's their Hot New Releases, Movers and Shakers, Top
Rated, Most Wished For ... I mean, it's being handed to you on a
silver platter.
You're
looking for these qualities:
a.)
You believe in it based on what you're reading or know.
b.)
You think it's the right price point for your readers. Notice
how I didn't say, "Has to be $100 so you get a decent
commission." I get it, we all want to make money - but if
you're promoting a $4,000 treadmill to your "frugal
dieters" audience, you might as well have promoted
something cheaper anyway, because you'll have fewer
buyers.
c.)
It has good reviews. I'll go as low as a 4, but nothing lower
unless I own it and am adamant to sway people.
But
let's cut away from Amazon and talk about other ideas. First and
foremost, I like things we own. I've started setting aside money
for extra toys for my daughter that we can review. I'll talk
about that more in this part's OTO... but you can buy things and
use or donate them to see how they work. This, of course,
requires some upfront investment. However, this ALSO lends
credibility to your review!
How
do you personally find things to buy? Well, aside from Amazon
reviews, you might ask your friends and family. "Hey, my
pillow is making my neck hurt - anyone know of a good,
supportive pillow?" To which they chime in, "Oh, yes!
I love my blah blah pillows!" And there you have a new item
to promote.
Another
way you might find things is to look for research or articles on
the problem and see if they mention a solution. That's literally
how I found my Thermaband Flexbar - I was reading a doctor's
article on tennis elbow and why cortisone shots aren't good for
them. He mentioned this product in passing (with no link), and I
went straight to Amazon and bought it.
Mommy blogs and
other types of blogs, statuses on social networks, and forum
threads can mention things that you might want to promote. Here,
you're just spying on everyday peoples' normal conversations -
and going to grab a link and conduct a review on what they
talked about.
So let's use the
autistic child example again (I have a couple of friends with
kids who are autistic, and they search for specific toys). I
would search like this and look at the results I see:
See the verbiage I
typed in was conversational, because that's what 'm looking for
- REAL people having REAL discussions. I instantly have 3
different ideas for an article. Fisher Price Little People Farm,
toy vacuums, and Robot animals.
7.
How do I use PLR reviews on my site?
The
best way to use PLR reviews on your site is to add to them. Of
course, you DO have the ability to use it as a springboard and
rewrite it, but if you're looking for speed and uniqueness
combined, you can add to a PLR review and it will work
great.
So
what do you add? Well, first off, you add your introductory
storyline. The PLR will most likely be about details and broad
opinions. You want to add your own $0.02 to the mix and some
personalization. Go back to #3 above and just add whatever is
missing.
So
if a PLR article mentions something like, "It includes 249
LEGO pieces," you could add to it by saying, "which
doesn't sound like a lot, but this set is so detailed, you'd be
surprised by what it turns into. The mini figures alone are
worth buying this set for, because you can use your imagination
to create a similar setting out of your existing LEGO pieces.
It's the small details in this one that make you want to own
it."
It's
unlikely that the PLR will compare it to other items or talk
about things that you wish were better, but if they do - great!
Less work for you to do. If you think of other things to add as
you read, do it. Lengthier reviews will go over well if they
have more good information.
8.
What kind of psychology do I use in writing my reviews?
This
one stumps me. I know some people go to great lengths to
hypnotize (not literally) and persuade their reader. For me,
nothing helps convert me into buying as much as - genuinality. I
made that word up. When I see people being genuine, not trying
to strong arm me or convince me, I trust more.
With
tangible items, your hypnotic spiel doesn't have to be what
sells them. It should be based on merit of the product and your
thoughts on it. That's all. This is one of those things where I
feel like people make it harder than it has to be.
Someone
wants pain relief in their leg. They find my review on an
electrotherapy machine. I tell what it is, why I wanted one, how
it helped me. It's rated well. It's affordable. Sounds legit,
trigger pulled.
If
I have to go to great lengths to convince someone, then
something's off. Either:
a.)
the product sucks and shouldn't be promoted in the first place.
b.)
I really don't believe in it, or I'm not being genuine or
personalized.
c.)
it's good, but not for THIS person - I targeted the wrong
audience.
9.
What length should my reviews be?
I've
written long reviews that turned out to be 3 pages long, and
short 2 paragraph reviews. There's no set length. If you follow
the formula in #3, you'll find that you end up with more than
enough. Would I make every review 2 paragraphs? No. That just
means you're lazy and skimping on them.
Would
I make every one 2 pages? No. Not every product warrants a
two-page review. My Flexbar needed about a page. But I also
added a video to it to show people how to make use of the
tool. Don't ever focus on length - focus on making sure you
convey everything that needs to be conveyed to them.
10.
Should I include negative points, and if so, how?
By
telling the truth. First, if you're picking a product worth
promoting, it will have enough positive benefits to outweigh the
negatives. For example, I love the electrotherapy unit I bought.
But I use it so much I have to rebuy the pads for it. That
sucks, but it works - and that far outweighs the additional
purchases.
Just
say it. "The fact that this doll's arms and wrists are
articulated is great! What I don't like is how easy they are to
pull off. So you have to make sure your child doesn't look their
limbs." Or, "The blender is great in terms of mixing
everything - but the cord was so long, I had to bundle it up and
tie it so it wouldn't get in the way."
The
way I see it is this, people buy stuff. Very little of it is
perfect. All they want is the truth. Everyone's willing to go,
"Okay, I can live with that" - unless it's something
REALLY important to them. If someone HAS to have a mixer that
makes pizza dough and this one doesn't, would you want to LIE to
them to make them buy it?
Not
if you're ethical.
11.
How do I make it believable?
Do
you see how so many of these questions tie in together? It's
believable if you tell the truth. If you say, "This looks
like a great blender because..." then it's not
misguiding anyone to believe you own it. If you say, "I
found a great mixer for those of us who love making cookies -
and it looks like it's quiet and powerful, as well," then
you're not lying about owning it.
Have
you ever had a friend or family member ask you for advice on
what to buy for something, and you got online and helped them
find something - even though you, yourself weren't buying it?
Suppose I came to you and we were really great friends and I
said, "I'm so distraught! This tennis elbow is killing me
and I have no idea what to get to help it - Icy Hot's not
working."
Maybe
you'd go onto Amazon and type in "tennis elbow
treatment" and find the Flexbar. You'd see the ratings.
You'd read up about it. You'd see it was just $13 or so. And
you'd come back to me and say, "I haven't used this, but
from what I'm reading, it looks like a lot of people are getting
pain relief. It's just $13, and it's available on Prime, so you
could get it in 2 days."
Be
a FRIEND to your audience. Pretend someone close to you asked
for help in finding something. You look, you find it - now what
do you tell them?
12.
How do I stay up to date on coupons and discounts?
You
don't. The only time I would use the discounts and coupons edge
is if Amazon had some sale going - and that would be in a banner
ad.
Prices
fluctuate rapidly on Amazon. What's $20 one day might be $40 the
next - ESPECIALLY around Christmastime. If you talk about price
at all and say, "Right now it's under $14," that's
good enough. If they click through, land and see it's not
$19.95, they'll make the decision as to whether or not they want
to hand over the extra $5.95.
Again,
this is a "making it harder and more time consuming"
element that I just don't want. And what a nightmare it would be
to keep track of everything every day as you build your site
up.
13.
Which products have the best money potential?
Well
here's the deal ... there are a few factors that go into money
potential. Let's look at it from a consumer's point of
view.
-
Some consumers buy easy when it's a low price point (like my
Flexbar being $13 - I didn't care if it ended up being a waste
because it was cheap).
-
Some consumers have good "add on" revenue potential.
They hate going to Amazon and having something shipped that
weighs 2 ounces, or is a tiny little accessory, so they look
around and think about what else they need. For example, when
those rubber band bracelets were all the rage, every time my
daughter wanted some, I'd add on more to get my Free Shipping.
That was before I had Prime.
-
High ticket items are great IF you're targeting a high ticket
buyer. Golfers, for instance, fit that mold. They'll have no
problem forking over $400 for a new driver, because it's what
they do! (I know, because I'm a golfer). That same consumer
might balk at a mixer that costs $70, when a perfectly good $19
hand mixer would do just fine. All depends on their needs and
wants.
Think
of things that people buy routinely. Parents buy toys, costumes,
etc. Golfers buy new balls, gloves, upgrade clubs, and get
gadgets. Gamers love getting the latest games, new headphones,
and cards for their Playstation or Xbox .
If
you're in beauty or anti aging, then consider how fast they go
through products and need them replenished. Books sell so well
on Amazon because people devour them.
14.
How do I highlight 1 items without making the other products I'm
promoting look bad?
What's
wrong with making another product look bad? If it's bad compared
to this product, be honest about it! I want to know why it's so
much better. Is it less expensive? Does it work better? Don't be
shy about telling your audience what's what.
You
can still promote the other item and glow about it on another
review post, but in that one, you can even say something like,
"While I really love what this one can do, and I think it's
a good buy, I also prefer the blah-blah option more, so you
might want to compare it to that before you buy." (And of
course link them to the better review).
Nothing
wrong with that.
15.
Should I research my competition?
The
only reason you might occasionally glance at the competition is
to make sure there's nothing new in your niche that you aren't
talking about yet. Maybe they have some inside information that
you don't.
Or,
maybe their audience is asking questions about a product and
they haven't answered them - but you can.
Otherwise,
who cares about spying? You can do reviews on your own without
having to spend unnecessary time digging into other peoples'
sites.
16.
How do I convince hard to convert shoppers?
You
don't! If someone's picky, they're picky. But when you start
transforming your reviews from sterile to more genuine, people become
less "hard to convert."
I
think trying to convert people is like trying to put a square
peg in a round hole. Yes, you might can hammer it in, you damage
it in the process.
There
are what, 7 billion people on this planet? Why would you
ever sit there and waste time worrying about the hard to convert
people? There are plenty of easier to convert customers, and if
not, then you've chosen the wrong niche!
17.
What if there's not much to say about a product?
Then
you say what there is to say, and let the consumer decide. To be
honest, just about every product has something to say about it -
enough to eke out a page worth of content.
So
you start with your storyline. Let's use a spatula as an example
- a cheapo $10 spatula. You would start out talking about how
you hate it when you're trying to flip a pancake and it folds
over or you can't get all the way under it, so some of it sticks
to the pan.
Of
course, add to the storyline, like this: "Every Sunday
morning I LOVE making pancakes for my kids. What I don't love is
the clean up, and what makes my chore easy or stressful depends
on my cooking utensils. With pancakes, it's all about the
spatula. Will it be able to get all the way under that big,
round pancake? Or is it going to leave batter sticking to the
pan for me to wash off later? When I flip the pancake, is it
going to help me handle the food, or is it so wimpy that the
pancake folds in on itself and I have an unhappy kid who hates
"ugly pancakes?" These things are important, so I make
sure and only buy top quality spatulas."
Then
I might compare what types of materials I like and don't like.
Like this: "If I'm frying an egg, I definitely want a metal
spatula. I don't like putting plastic in hot grease. But when
I'm making Sunday morning pancakes, I like my plastic spatulas
much better."
Do
you like slotted spatulas or whole ones? Is it going to ruin
your non-stick cookware by scraping on it? This kind of stuff is
what you want to paint a picture of as you talk about the
spatula. And in reality, there's not much to say about a
spatula.
At
the same time, you don't want to drone on and on about things
just for fluff and filler. It needs to feel natural - like
you're talking to a friend. You're both standing there in the
WalMart aisle looking at spatulas. He picks up a metal slotted
one. You, who prefers non slotted plastic ones, pipes up with
what? Whatever you would normally say (hint: "Oh I don't
like those because...I like these because...") is what you
say to the person reading your review.
18.
How do I make a review site that doesn't look phony?
See
the trend here? We're so used to things feeling like we're being
manipulated that we stress over trying to be real! I like simple
blogs. Get a header made. It can be a "Mommy blog"
type of header or something around the topic.
Nobody
is landing there to evaluate your site's looks. They might form
an opinion, but they most likely saw the post in Google or being
shared elsewhere, and they WILL glance at the text first. If
your text is good, and they like what they're reading, then
unless they're there for a site graphic purchase, they won't
care.
19.
How do I convert higher priced products?
The
same way you convert lower priced products. You be real. You be
conversational. You use storyline. If I wanted to promote the
treadmill I bought off Amazon, which is now listed at $999, I
would talk about treadmills in general - what I love (it keeps
me away from stray dogs and inclement weather) and what I don't
like (when treadmills are loud or shock you).
Then
I would do what I do with a $5 product. Talk about what I was
looking for, what I wanted in a treadmill, what I found and why
I bought this one (or, if I didn't buy it, why I like this one).
If I did own it (or I knew from the reviews of real consumers),
I would talk about the pros and cons, without saying, "Here
are the pros and cons."
Instead,
I'd just say something like this: "This one may not have
all the bells and whistles that some treadmills do, like a built
in TV, but it has a cool LCD screen and it tracks everything I
need it to track, like my heart rate." You're letting them
know what it lacks and what it boasts - without
sounding...what's a good word for this? Reviewy?
You
don't want to sound like you're writing a "review as an
affiliate." Reviewing things as a consumer - which is
casually sharing information - is WAY different than reviewing
as an affiliate.
20.
How do I incorporate a call to action?
In
my experience, you don't have to do any other than invite them
to check it out for themselves. And in all honesty, you don't
even have to say that. Look - tangible buyers are THERE to get
information for their purchase. They know they're buying. They
don't need you to tell them the action - it's what
they're there for.
All
they need is some guidance on what's the best item to
consider and why. IF, at the end, you want to say something
like, "I'm really impressed with the way Sony handled this
gaming system. You can get more details about it here (and link
it)," then by all means, feel free.
21.
How do I explain complex information?
My
Mom worked for a computer company when I was growing up. She had
a tough job - to take information from the technical department
- and transform it into something the average consumer would
understand.
That
can be hard. But not impossible.
If
you're in a niche you flat out don't grasp, then it's going to
be even harder - but if you're willing to work for it,
you can educate yourself in the niche and be able to convey that
information nicely.
Let
me use TVs as an example because I hate writing about them, even
though I've done it a lot. They're a lot of work because I have
to educate myself. Okay so the Samsung UN32EH4003 32-Inch 720p
60Hz LED TV (2012 Model) is the #1 bestselling TV right now as I
write this.
TVs
confuse me. On that page I see this: "Clear Motion Rate
60." I have zero clue what that means, so how am I supposed
to convey that? Educate myself. Go to Google and say, "What
is Clear Motion Rate Samsung?" I discover that in layman's
terms, it helps with the blur that sometimes occurs with motion
on a TV show or movie.
Dumb
it down. Pretend your kid asked you what it means - how would
you explain it? Now remember that not all consumers want
that information dumbed down for them, so give them the
specifications (specs) but also say something like, "For
those who want to know what all that means, it just helps keep
your movie from blurring during his movement scenes."
22.
How do I write about items that aren't exciting?
Oh
this is hard because you feel like you should be smiling and
loudly exclaiming your LOVE for product Widget! But listen,
consumers aren't stupid.
If
a product isn't exciting, they're not excited. It's a very real
possibility that they simply need or want the item without being
all hyped up about it.
This happens with a
lot of products that are accessories or repair parts, or just
everyday replacements. Like if you were promoting coffee items
and you needed to review a pack of disposable filters. Not that
exciting there. You could try to romance the consumer
into experiencing the aroma of the coffee brewing, but the
reality is, they just need some replacement filters - maybe some
that are unbleached.
No need to make a
spectacle about it. Just review them for their pros and cons.
When people go out shopping for items like this, where there's a
definite lack of emotion (either excitement, fear, frustration,
etc.), then you can assume this is a ready-to-buy consumer who
is just looking for something that fits his or her needs,
without fanfare.
Let's take those
coffee filters as our example.
"Not everyone
wants the plastic permanent filter, or the bleached white
disposable filters. You can get an unbleached brown version
that's strong enough to survive a brewing without ripping open
and exposing your coffee to grounds. The Melitta Cone Coffee
Filters don't spoil the taste of your coffee, and they're made
from all natural brown paper."
If I'm a consumer
who wants to buy a strong natural filter, I'm sold. I don't need
more.
23.
How do I weave keywords into my review?
You
can. But this is one of those extra struggles that's worthless
to me. All I do is maybe call it a shorter, more common name
from time to time. But let's say, for the sake of your marketing
sanity, you want to make sure you use a list of keywords.
We'll
do a review example of the Hamilton Beach 58148A Power Elite
Multi Function Blender. So that specific name is a keyword
phrase, something shorter, like Hamilton Beach Blender, and
maybe phrases like "blender accessories" best blender
for smoothies," "blender recipes," etc.
You'd
start off with the official name and then use shorter phrases
from there on out. I always add "model" whenever it
gives a specific model number, too. Work in the others with
personalized commentary. So let's look at our example.
When
it comes to affordable blenders, you certainly don't want to
have to sacrifice quality just to get a good deal. With the
Hamilton Beach Power Elite Multi Function Blender (Model
#58148A), you don't have to. This is a great kitchen addition,
even though it's a simple machine without an array of blender
accessories.
The
Hamilton Beach Blender has a nice hinged opening on the lid,
which means it's a no mess blender for smoothies when you need
to feed more fruits and veggies or liquids into your concoction.
Whether you're working from a book filled with blender recipes,
or testing out your own mixtures, consumers agree that this is a
blender you can count on for sturdiness, easy clean up and
long-term use.
24.
How do I appear neutral in my reviews?
Egads,
no! I would never buy from anyone appearing neutral. Why would I
want a fence sitter telling me something's okay? No, I want
someone saying that an item is great or sucks.
Blogging
and consumer reviews are all about opinions, and it's not okay
not to have one. Consumers look for real people reviews so that
they can get away from that "Stepford Wives" type of
smile-and-agree-that-it's-nice, review.
If
that's all they wanted, they can just read the manufacturer
specs or details on Amazon.
25.
What do I do if the product is a total stinker?
Then
you say, "This isn't a product I would recommend to my
readers, and here's why..." You say it like it is. Is it
overpriced? Tell them. But whenever you give a negative, and
explain it, you can turn the stinker review into an opportunity
for a sale.
Introduce
an alternative. "While this cookware set might be cheap
and okay for a temporary set before you really invest in a good
one, it's prone to burning, so you'll have to watch it with an
eagle eye. A better option that still doesn't cost an arm and a
leg, but offers less risk of wear and tear would be the xyz
cookware set, which is just $3 more, but rated higher for
quality."
Unless you know
firsthand, you really shouldn't be reviewing total stinkers
anyway - unless it's to balance out your site with real pros AND
cons reviews and use the strategy mentioned above to offer a
suggestion for something else. The products you choose should be
4 stars and up. If you did buy it and it stunk for you,
then you can say so. But otherwise, you can surely find good
things to say about a 4 and 5 star product.
26.
How can I use Amazon comments to my advantage?
I
like to use them to educate myself about what people are looking
for, and it really helps you round out your review. Take
the Ozeri Pronto Digital Multifunction Kitchen and Food Scale as
an example. There are 3,028 reviews. I like to go through many
of them of all rating types to see what might be good commentary
in my review.
I
do not cut and paste people's reviews. It's OKAY to say, "Consumers
didn't like this scale's inability to measure in exact grams,
since it does everything in increments of 2 grams at a time. So
it's great for people who might want a food scale to help their
diet, but for someone needing a laser targeted recipe for
something specific, down to the gram, it might not serve them
well."
Use
them for positives, too. Like this: "I love how some
consumers mentioned that they use it for non food measuring,
like hair coloring recipes, backpacking gear measurements, and
more! It's a versatile scale that can morph into whatever you
need it to be."
27.
How do you mix benefits and features?
They're
two different things. A feature has no emotional value. A
benefit does. So remember that blender with the easy hinged lid
where you can feed more liquid or food items into the top?
That's a feature.
The
benefit is what it does for them - the "why" they
would care. It's because it prevents messes and spills and more
consumption of time.. When you start talking about big splashy
messes and the time it takes to keep stopping and starting the
blender to get the recipe just right, it makes the reader feel
that frustration and want to avoid it.
Like
this: "If you're using a blender for a morning smoothie,
you probably love how it helps you create a quick breakfast. But
if you have to spend 15 minutes stopping and starting the
blender just do you can feed more liquid or foods into it and
put the top back on, it chips away at the convenience. The
hinged panel in the lid of this blender lets you quickly add
ingredients without any additional mess or time
consumption!"
28.
Should all of my reviews my unique or have a cookie cutter
format?
There are two ways
to think about this. Either one is right. The first says that
yes, your site and all of its reviews should be uniform in
nature - cookie cutter, if you will. This is because it helps
your readers get used to a certain style and layout of your
reviews.
They always know
that when they land on your blog, they'll get a specific recipe.
And they enjoy it.
The second way of
thinking says that no, you shouldn't be cookie cutter in style
because then there's never any variety on your site. There's
something to be said for off the cuff reviews that follow now
formula.
And besides, not all
products are created equally. What if one review is 2 printed
pages with tons of detail and another is half a page, max. It
might feel weird to have them different if you were struggling
for cookie cutter.
Sometimes you simply
feel like saying more about one product than you do
another. Or maybe you own it and can do a bunch more in terms of
images and a video showcasing it.
So again, either is
right. This is up to you.
29.
Can I use someone else's videos in my reviews?
I
wouldn't normally do this. Why? Because if you embed on your
blog, it has the potential for them to "Watch on YouTube,"
taking them away from your site. And if it's a product review,
the reviewer typically is either verbally or visually promoting
their own site, so you can lose your visitors that way,
too.
A
better thing to do is look for products with video reviews and
link to that product review! Remember that you can link to ANY
page on Amazon, so go to that video review (watch it to ensure
they aren't mentioning their own domain) and link to it
somewhere in your review.
30.
Why would people care about my opinion?
Well,
because you're offering it. If you think about all the products
you buy as a consumer, how often do you go leave reviews?
Probably not often, and if you do, it's probably because
you're a marketer and understand the importance of them.
Most
consumers don't leave reviews. So when someone is willing to
offer guidance about a purchase, they want to hear about it.
Even if you don't own it, if you can offer good insight or tips
or advice, it helps that person make up their own mind.
Part
3 Tutorial PLR Deal:
In
the lesson above, you learned about writing the specific product
reviews. If you purchased parts 1 and 2, then you already have
page content for themes and categories. What you don't have yet
are the actual product reviews, so that's what I have here
today.
Now
keep in mind, this is PLR. So what you'll then do is add your
personalization and opinion to the PLR to make it convert better
for you. For instance, there's an AquaDoodle Travel Doodle in
one of the reviews. I could personally attest to the
wonderfulness of this toy because it meant no more melted
crayons in my car, and no more markers, getting on anything. My
son loved his Aqua Doodle and all you need is water!
In
this pack of specific toy product reviews, I cover:
AquaDoodle Travel Doodle - 474 words
Axis Gyro RC Quadcopter with Camera RTF Mode 2 - 534 words
POOF-Slinky-Scientific Explorer My First Mind Blowing Science Kit - 466 words
Play Doh Mega Pack - 446 words
Rhyme and Discover Book - 467 words
Big Hero 6 11" Deluxe Flying Baymax with 4.5" Hiro Action Figures - 453 words
Ticket To Ride - 488 words
Barbie Collector 2014 Holiday Doll - 445 words
Razor E100 Electric Scooter - 449 words
Hot Wheels Street Hawk Remote Control Flying Car - 487 words
This
pack will sell for $10 on my store, but I've discounted it for
you a bit for going through the lesson!
Just
a heads up, there's a single one time offer (OTO) for the buyers
of this pack. And there's also a free lesson on the OTO page
that goes into a specific review strategy that I'm currently
pursuing - unboxing videos!
Part
4 Coming Soon!
Thanks!
Tiff
;)
P.S.
If you have any questions, please don't hesitate to contact me.
I'm here to help!
