When it’s time to shop for big ticket items or household goods, savvy consumers care what other people think. Many websites encourage users to post reviews of the products the site sells as a value added service to their customers. Other domains make a business out of offering reviews on a large assortment of products, and will pay for thoughtful, balanced reviews.
Whether a reviewer’s intentions are magnanimous or mercenary, answering the so-called “six Ws” will make every review more useful to its readers. These are the questions that are used by journalists to write articles: who, what, where, when, why, and how.
Who Am I Writing For?
Is my audience parents who want to find a new video game system for their kids, never having played a game, or teenagers with a highly technical knowledge of the hardware?
Understanding the audience sets the tone for the review. The amount of jargon used must be appropriate to the reader – new users to a complicated product require considerable hand-holding, while seasoned veterans will need complicated terms to answer their more sophisticated questions. Knowing where the review will be published should make answering this question easier.
What is the Product?
Does the company produce several similar products with different model numbers? Is the review going to compare them all or focus on just one version?
Online readers will often enter the exact name and model number into a search engine to find product reviews. Depending on the audience and product, it may be appropriate to write a general comparison of the features among similar models, or to review each one separately. Regardless of the strategy, the review should clear state what product or products are included so readers can find what they’re looking for.
Where Can I Use It?
Is it an inside toy or an outside toy? Are there places and times when using it might be dangerous, or cause it to break?
The question of “where” is on that gets to the meat of the review. They address issues of durability and appropriate use for the product, and can answer inquiries about how accurately and honestly the manufacturer represents its versatility. Compare personal experiences to the claims made by the manufacturer.
When Did You Start Using It?
Does it last as long as the package says? Does the manufacturer do a good job honoring the warranty?
It is tempting to be rush to post the first online review of a product, because the interest is most high with new products. There is also value in providing an in-depth review chronicling longer use and durability of the product. There are readers interested in both types of reviews, so be clear how long the review period lasted.
Why is This Product a Good Choice, or Bad?
Why should I spend my money on this thing, anyway?
Readers of reviews want opinion as much as they want fact. Be clear about which is which, and give reasons to back up the opinions so that other consumers can make their own informed decisions.
How Well Does it Work?
Is this thing any good?
Be clear and honest in your appraisal of any product. If there are features you didn’t try, explain why. If the instructions were easy or difficult to follow, or the product needs batteries that aren’t included, mention it. Keep in mind the “who” – the audience – and whether those users would find the experience of using the product more or less difficult than the reviewer did. The more helpful a product review is, the more likely readers will seek out that reviewer’s opinions on similar products.
 |
