Continuing on from our last blog post, today we are going to go through how to include a story in your product reviews. The reason we add a story is that it makes the review more interesting and entices the reader to continue reading. Let’s put it this way, which version do you find more interesting?
“Today I am going to review the iPod Touch. This has just been released by Apple and is the equivalent of the iPhone without the phone. This makes it perfect for those who don’t need another phone or want to sign up to a phone plan. The features of this great little device are extensive and I will be going through each of them today.”
Or this one:
” When Wanda and I were in the US attending a conference, we happened upon the Apple Store in New York. If you’ve ever been there you’ll know what an experience that is, but we happened to be there the day after the iPhone was released to the world, actually we were on a hop on hop off tourist bus and when the guide pointed out the iPod store – we hopped off. Well, what can I say, we were hooked, but unfortunately we couldn’t buy one because they wouldn’t have worked back home in Australia. It was only later when the iPod Touch was released that we ended up buying one of those instead and we are so glad we did.”
The first one is okay but I much prefer the second one. I know I would keep reading to see what happens next.
Weaving a story into a product review lightens up the post and makes it more readable. It also lets the reader know that you are a real person and most people love reviews written by real people.
But what do you do if you don’t have a story?
First of all, you don’t need to have a story for every single product review you write. We have hundreds of reviews online and believe me, they don’t all have a story. But when we do have the opportunity we use a story. And that means when we have a real life story to use.
So we don’t recommend you making one up. You want your readers to trust you. If they see a whole lot of different stories on different reviews on your website they are going to start to get a little suspicious and the trust factor will disappear in a flash.
The story about me and Wanda in New York was 100% accurate. We did get off the bus to check out the Apple store as we really wanted to see the iPhone and we did end up buying an iPod Touch when they were eventually released in Australia.
But let’s assume that didn’t happen and I don’t own an iPod Touch. What I would do is try and create a story out of my personal feelings for the product or those of family and friends.
- my opinion of the iPod Touch before I purchased it was that it looked like a lot of fun and I really had to have one
- a work mate at my last full time job loves gadgets and discussed this product with me a few times
- I know my niece would love one of these if she saw it in action
So that’s just three simple (truthful) statements that relate to me and family and friends. Now I take those statements and see if I can create a story from one or all of them. Just remember that a story doesn’t mean making something up – it simply means making the product review more personal.
So my opening paragraph for my review might sound like this:
“My nieces birthday is coming up and I have been thinking about what to get her. I am a real fan of gadgets and I know she is too so I thought that perhaps an iPod Touch might be a good choice. I personally want one of these myself so may just end up buying two but either way I think it might be a great gift. So because I never buy anything without doing the research, I’ve spent a considerably amount of time checking them out to see if they are actually worth the money. Here’s what I found out…”
You can see how I took something as simple as one statement about a family member and created a story from it. It’s only a couple of sentences of personal stuff but it gets the reader in and interested in what I have to day.
Here’s another version:
“In my last job, I had a work mate who loved gadgets. Since I am the gadget queen we would speak extensively about the latest devices and gizmos. One gadget that came up often in our discussions was the iPod Touch. This is one amazing little device. Some call it the iPhone without a phone and that is essentially what it is. It can pretty much do everything the iPhone can do except make a phone call or take photos. This means the iPod Touch is cheaper and you don’t have to sign up to any lengthy phone plans. I like that!”
For the rest of your review you can just get on and talk about the product and its benefits and if you like throw in a few personal touches as you go. For instance:
- “I really like this feature”
- “I really like how the iPod Touch has a wifi function so you can connect to the internet and email when you are out and about.”
- “This isn’t a feature I would use but I know others would find it super convenient”
- “When my friend spoke about this, he mentioned that…”
Making your reviews more personal really does improve conversion rates so take a little extra time if you can to come up with something to suit your product review.