How to write a compelling review
“Honesty is the best policy” is one of the most widely-used idioms for a reason. More often than not it’s true. In fact,
the first rule of writing a compelling review is being honest. While it can be very tempting to write only five-star
reviews, sit back and (in theory) watch the affiliate cash flow in as your readers continually click to buy, this
isn’t a good idea for a variety of reasons.
First of all, it’s incredibly short-sighted. How many five-star reviews of shoddy products will you write before your readers
realize that you’re lying to them? Probably not many. Then those readers are lost for good. Congrats, you’ve alienated
your audience; a most unwise business plan.
While making money is a key element of affiliate marketing, this is also a great opportunity to build your audience. What’s
the point in creating a prolific review site if people point to it as one not to trust? It will seem a bit strange
if every product you review just so happens to be the greatest thing ever.
Everything has flaws. Everything. Also, consider the fact that what might be a flaw to you may not necessarily be a flaw
to someone else, but a selling point. One person’s pros may just be another person’s cons and vice versa.
You’re never going to please everybody, so the best thing to do is to frame your review with your audience in mind. What
is it they would look for from this product?
Even if someone stumbles upon your site while wondering about a specific product, reads your review, and ultimately decides
not to buy, that isn’t necessarily a bad thing. If your review is honest and thorough, they’ll probably return
to find out your opinion on other products.
Without balance, your review is going to come across as super salesy and ad-like. You’re an affiliate partner, not an advertising
agency. Remember that if you’re ever tempted to exaggerate the virtues of a product just to make a little more
The key elements of an informative review
Every review you write is going to be different, no matter how similar or dissimilar each product you review is. But if you
bear in mind the following when writing up your thoughts on a product, you should be well on your way to writing
a review that will engage readers.
Pros and cons
This is exactly what it sounds like; what’s good about the product and what’s bad. As an affiliate partner it will be tempting
to hype up the pros, but, like we said before: Don’t. Be honest about what you think is good and what is bad. It
is subjective, after all. The more in-depth you get about a product, the more informative your review will be.
Let’s take this review of a smartphone on TechRadar as an example of possible pros and cons.
TechRadar’s format starts with a summary of what’s good and bad about the phone and then delves in deeper in the rest of
the article. This is a great way to intrigue people to read the rest while appealing to those readers who aren’t
inclined to read longer articles.
The pros and cons also need not be limited to just being about the product itself – think about the brand! What good is a
product if the company’s customer service is notoriously poor? Maybe another company has just come out with a fantastic
blender, but made microwaves that were known to malfunction in the past? Do your research. If you think a piece
of information is relevant to your reader’s interests, include it. It will help your review stand out from the
Is this particular product worth the price being asked for it? Is there a cheaper version out there that does the job just
as well? Your readers deserve to know.
For every product, there will probably be no end of detail you can include about it. Think about the details that might interest
your target audience. Maybe you’re an eco-friendly fashion blogger who writes about sustainable and ethical clothing.
Some points you might touch on about a garment could include:
It’s never a bad idea to contact the manufacturer for more information on an item’s features and possible points of interest.
Is this product an updated version of an older product? What’s different? How does it compare? Does it have more memory or
a new formula? Or is the update simply nothing more than a new lick of paint? Your readers deserve to know if something
is essentially the same product but with shinier new packaging or a largely pointless new feature
This quite nicely brings us to the topic of comparisons. Comparisons can cover all manner of things, from pricing and product
updates to similar items. People love recommendations. If they can get something for a lower price, they well (all
the better for you if the better item also happens to be an affiliate!).
Be sure to use common sense when it comes to comparing products. Think about if you were reviewing a budget smartphone,
like the Moto G5 we mentioned earlier. Chances are if someone is checking out reviews for a budget phone, they
don’t have a lot of money to spend. So, ending the review by telling them they’d be better off buying the latest
iPhone would be unhelpful and frustrating, to say the least.
This not to say you can’t or shouldn’t mention higher-end phones in such a review. If a certain feature is comparable – for
instance, if it has a good-quality camera or intuitive navigation – then that it definitely a point of interest.
Otherwise, you’re ultimately better off comparing it to other phones in its price range.
Beauty review website Temptalia is pretty famous for having perfected the art of comparisons. In each review not
only do they talk about the formula and ingredients (remember how we mentioned being detail-oriented?), but they
also feature a list of duplicates of the product in question in a variety of price ranges.
Good imagery and visual elements
This point brings us back to one of the things we stressed the importance of at the beginning of the article: getting
your hands on, and actually using the product. Apart from the positive aspect of actually giving an honest opinion,
by having the product you’ll be able to produce better imagery than those who just rely on standard images from
You’ll be able to take pictures of the item from different angles, highlighting any flaws if there are any. You’ll
also be able to show it in action.
If you want to get really in-depth, why not incorporate a video in your review? This is particularly great if you’re
reviewing an online service or software, recording yourself actually using it is a great way of conveying the
ins and outs to your audience.
Beyond photos or videos of the product, other visual elements that are great for breaking up the text are infographics
A scoring system
An easy-to-read scoring system – particularly a visual one – will help your reviews to stand out and will make
them more skimmable. While in-depth is good, some people will want to see a star rating before committing (don’t
be offended, attention spans are just the lowest they’ve ever been – blame the internet).
It’s easy enough to create a scoring system. If you want to rate different aspects of a product, then you will
need to choose metrics, For instance, if you were reviewing makeup, this could include “staying power” or “value
For each metric, you will then have a rubric. The most familiar rubric is the star system; one star generally meaning
bad and five stars being excellent.
Film review magazine Empire uses the star system in its film ratings.
A comments section
This isn’t a must-have, but it is a good-to-have, particularly if you want to improve SEO and build a community.
Try to inspire a discussion in the section by finishing your review with a question. You could simply as if a
reader has used the product to, or if they felt differently about the product. The more comments your review
gets, the longer the web-page will get, and the better it will index and rank in search engines.
Crafting compelling copy for an affiliate review
So, now you know the key elements to putting together an engaging review. But that doesn’t do a lot of good if
your prose is poor and your cadence confusing.
Not everyone is a good writer, but that doesn’t mean that anyone can’t be a good writer. It is a skill that takes time and
practice. You can’t expect it to come overnight, but work hard at it and you will improve. Some steps you can
take toward perfecting your writing skills include:
Studying syntax and grammar
Taking free online writing lessons
Reading as much as possible
Getting your friends to give you feedback
Your aim isn’t to be the next Shakespeare. What you want to do is express yourself clearly and effectively. Brevity
is key here. Stick to short sentences and paragraphs, and use sub-headings where needed. This will ensure your
text is clear and easy to read.
AIDA is is a method for crafting persuasive writing. It’s commonly used in copywriting and in online content
marketing, and it’s an anagram that should be familiar to anyone who saw the movie Glengarry, Glen Ross. Unlike
that movie, the goal isn’t necessarily to persuade the reader to buy the product, but to persuade the reader
that you are an authoritative voice on this subject. Here is the breakdown of what AIDA stands for:
A = Attention
Hook your reader immediately, tell them why they should pay attention and keep reading. Again, this links back to who your
audience is and what their desires are. What are they likely to want from what you’re reviewing?
I = Interest
Your reader’s attention has been caught, now it’s time to make them interested. A good way of doing this is through engaging
their emotions or empathy. If you can, make it personal. Talk about why it is you’re using this product and why
you want to share your experience with it with people. Maybe include a funny anecdote or a relatable story. Provide
a narrative that your audience will care about.
D = Desire
The difference between interest and desire is the difference between wondering about something and actually imagining yourself
using that something. If you responded well to a product or service, talk about why. Again, you’ll be appealing
to your readers’ emotions, inviting them to relate to your positive experience and showing them that they can
have that experience too.
A = Action
Finish your review with a call to action. This doesn’t necessarily have to be to buy the product you’re writing about, especially
if you weren’t a fan (although always remember to include your affiliate links!). This CTA could encourage new
readers to subscribe to your blog, follow your newsletter, or to follow your company on social media.
By keeping in mind the fundamentals of AIDA as you write, you should be able to create attention-grabbing and action-oriented
General review structure
Before we dive straight in, let’s start with an example of a bad review on Amazon.
But how is it a bad review? It’s four stars! It’s a great device that works well. Okay, so what I should have said
before is a badly-written good review. This review ignores all the essential elements we just went through. We
may come away from this knowing how Brian Paul feels about the product, but we don’t learn why he feels this
way. In what way does it work well? How is it great? While you can get away with this kind of thing on Amazon,
you’re not going to get very far with affiliate reviews if you decide to follow this school of writing. (Also,
a little punctuation goes a long way!)
Whether you’re writing a review or a general blog post, every piece of content you produce should have a:
Some of you may be rolling your eyes at captain obvious over here, but if writing isn’t your strong suit, structure
might not come naturally. So, before you begin, write yourself an outline before your review becomes a meandering
mess and you’re tempted to give up. This basic structure can be broken down even further.
Beginning - Introduction
Introduce the product you’re reviewing
Discuss the claims it makes
Talk about its target users and buyers
Mention any interesting details about the product your readers should know
You can also include the star rating in the introduction if you like, and summarize the pros and cons as a way
to hook readers.
Middle - The main information
The middle of your piece is where it gets really juicy. Talk about all those aforementioned product claims; here
is where you get to sing its praises, rip it to shreds, or just shrug indifferently.
Your first impressions and how they changed (or didn’t)
List its pros and cons
Talk about any stand-out features
Mention anything that disappointed you
Who will it actually benefit?
Is it high-quality/user-friendly/worth the price?
Are there any alternative products out there?
End - Conclusion
These are guidelines only. You can lay out your review however you want; there are no hard and fast rules. However
if you’re not sure where to begin, this is a good starting point.