do you choose the products you buy? Do you simply accept
all the good things a merchant says about their own
product? Or, do you ask your
and look for
opening your wallet?
If you're a
(which of course you are), then you put more
stock in your friends' opinions and independent product
As affiliate marketers, we become much
when we approach our site visitors as friends and take
the attitude that they too are savvy consumers.
From that standpoint, an affiliate's real work is to
pre-sell our merchant
by writing fair and balanced reviews, also known as
Sure, writing a review for each product takes a little
time and effort, but it's an activity that
sets the super
affiliates apart from their less-super counterparts
in terms of rewards... read 'income'.
Product reviews can be either
The first type focuses on a single product, while the
second is an evaluation of similar items that allows
readers to choose which product best suits them.
you begin to write a product review, you'll need to
evaluate the product. (Nothing like stating the obvious,
I prefer to endorse products that I've actually used.
buying a product isn't
If that's the case, affiliate managers will often grant
'proven' super-affiliates access to products for their
review. That's especially true of information products
and services that are delivered online, such as internet
what if you're not yet a super affiliate, and can't
fathom a basement full of treadmills to review for your
do what your customer
would do if
product reviews didn't exist on the Internet - go to the
store and test those treadmills out!
And how do you
review acne medications
for your skin care site if you don't have acne? Surely,
you have some friends with (previously) pimply-faced
teenagers... ask them to tell you what worked for them.
If you can't find out that way,
for "consumer reviews" + "acne medications". Read as
many as you can to come up with three to five effective
products (that have affiliate programs).
Once you've collected information about the product,
it's time to
start writing that
The structure for a product review is
simple, containing an introduction, overview and summary.
introduction consists of a few sentences outlining the
problem and introduces a possible solution for the
reader, without going into detail. The overview
describes the product's promise, a description of how
the product is used, as well as its effectiveness and
value. The summary is almost a repeat of the
introduction, and contains a strong recommendation for
purchase based on your conclusions.
simplify the review-writing process, I ask myself the
following questions when writing product reviews for my
own affiliate sites.
1. Who is my
reader and what is their problem?
2. What does the product promise?
3. How well does the product solve the problem? What
does it do? How does it work?
4. Does the product offer good value? (Would I buy this
look at each question in turn.
first question asks, "Who is my reader and what is their
acne is your reader's problem and your site visitors are
adults, you probably want to avoid terminology like 'Zap
those zits!' and use more age-appropriate language.
Remember too, that 'zits' aren't really the problem.
The real problem is how
your reader feels
about having pimples all over their face and how that
affects their life.
If you've experienced the problem yourself, say so.
Describe your experience, and show understanding and
compassion for the reader's plight.
Speaking from real
earns your readers' trust which always improves sales
have trouble figuring out how your reader might be
affected by his problem, then you can research that
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 the
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 the life
that I ohh so miss."
gives you a pretty clear picture of how she feels,
address those concerns
using emotive terms and you'll improve your conversion
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 the
house - or even show your face? There IS a solution to
That introduction brings us to the next question which
does the product promise?'
the product cure the problem? Does it work faster, or
with less hassle and expense?
found answers to that question during your product
research. In this section you simply summarize your
Next, answer the third set of questions,
well does the product solve the problem?",
does it do?"
does it work?"
based on your product research.
Results are the most important
so it's not necessary to provide nitty gritty details
about how you use the product or what it's made of or
how it is packaged, etc. unless the merchant does not
supply that information on their site, and you consider
the information of importance to your reader.
Too, we're all aware that
no product is
so don't go overboard and write a completely glowing,
one-sided review. To make the product review
balanced and fair,
detail what you do and don't like about the product. If
you want to avoid negative statements when outlining
your dislikes, try phrasing the sentence like "although
I'd prefer a slightly less greasy formula..." or
"although the bottle lacks a pump dispenser..." and
finish on a positive note.
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 the price, but at this price it
can't be beat!"
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
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
your friendly attitude
will push your conversion rates through the roof!
Article by Rosalind Gardner, author of the best-selling
Affiliate Handbook: How I Made $436,797 in One Year
Selling Other People's Stuff Online".
To learn how you too can succeed in Internet and
affiliate marketing, please visit
© Copyright Rosalind Gardner, All Rights Reserved