Writing Informative Product Reviews

“Sell the sizzle, not the steak.” Years of experience in Japan taught me. If you want your product to succeed, tell people how their life will change It’s a time proven reality: Any successful product exists to solve a “pain point.” Consumers may not even realize things could be better. That’s where emotion comes in.  The “dream” of something better. It’s no secret that psychology is key in marketing in Japan. Targeting emotions is the bedrock of advertising. Some Japanese brands have taken selling the brand image to new heights Google Nissan Infinity car or Parco ads from the 1980/90s For some fairly extreme examples But that’s not enough. Japanese consumers need the emotional hook. THEN they need the “why I need it.” Nobody buys a product just for its features. They buy the result it promises.  They buy the dream. But the reality of the Japanese customer journey Is more complex, nuanced, and much more pragmatic. You need to use that emotion to get consumers To think about the practical benefits also Remember, consumers are going to buy the quality They are going to buy the trust of the brand’s reputation. Any brand needs to consider what it is selling. Are you selling a suitcase or the allure of a travel lifestyle? Are you selling energy bars or helping people manage their appetite? Here’s how it looks in practice: iPhone: ❌ 5,000mAh battery with 20W fast charging ✅ Charge once, stay connected all weekend Coffee Machine: ❌ 15-bar pressure espresso machine ✅ Barista-quality coffee in 30 seconds iPod: ❌ 5gb of storage ✅ 5,000 songs in your pocket Tesla: ❌ 1,020 horsepower electric motor ✅ 0 to 60 in 2.1 seconds—without a drop of fuel Duolingo: ❌ 1,000 bite-sized lessons to explore ✅ Speak fluent Spanish on your summer trip AI Assistant: ❌ AI-powered transcription with 98% accuracy ✅ Never miss a meeting, even on your day off Nike: ❌ Lightweight, carbon-fiber technology ✅ Stay light on your feet for all four quarters Dyson: ❌ Advanced cyclonic technology with 120AW suction ✅ Clean your entire home in half the time Mattress: ❌ Memory foam mattress with airflow technology ✅ Fall asleep 5x faster and wake up refreshed This mindset is timeless.  The best marketers live by it. Which one of these do you like best? Any more to add? ---------------------------------------------------------- I help brands evaluate, enter, launch, and grow in Japan.  Follow or DM Timothy Connor to learn how to succeed in Japan.

Your customers don't want to be impressed. They want to be understood. And nothing captures that feeling better than this. Children hearing their parents' voice for the first time. The cochlear implant activates. The room goes quiet. And then, A smile that starts somewhere deep before it reaches their face. Eyes wide. Hands reaching. Sometimes tears. Sometimes pure uncontainable joy. They didn't just hear a sound. They heard the voice they were made to hear. The one that was always meant for them. That moment, that electricity, is what every brand should be chasing. Not clicks. Not impressions. Not reach. That feeling of: someone finally gets me. Your customers are waiting for that exact moment with you. It's not a transaction but recognition. Most brands talk at people. They broadcast. They optimise. They A/B test their way to average. The ones that win make people feel heard. Here's how to create that moment: 1. Mirror their words, not yours. Read your best customer reviews. Use their exact language in your copy. When someone reads their own words back to them, the feeling is instant. Dove didn't invent "real beauty." Their customers did. They just listened. 2. Name the feeling before the solution. Don't lead with what you do. Lead with what your customer feels before they find you. The 3am anxiety. The frustration. The exhaustion. Apple's "Here's to the crazy ones" didn't sell a computer. It named a feeling millions already had but nobody had said out loud. 3. Leave space in the conversation. In sales, stop talking. Ask one good question and go quiet. What fills the silence is almost always the real problem. 4. Speak to one person, not everyone. The most powerful copy feels like it was written for a single person. Spotify Wrapped works because it doesn't talk to listeners, it talks to you. Nobody shares a message meant for everyone. 5. Name the thing they haven't said yet. The highest level of feeling heard is when someone articulates what you couldn't. Headspace didn't sell meditation. They said out loud what millions felt but couldn't express, that their mind never stops and they just need five minutes of peace. That moment of recognition, "yes, that's exactly it", is the most powerful thing marketing can create. It's about being the voice they've been waiting to hear. When did a brand or person make you feel truly heard? Drop it below 👇 ______ Follow Jennelle McGrath 😎 for more like this, repost to help others

People don’t buy your product. They buy the story it tells about them. You think you’re pitching your product. But they’re not buying your tool, your tech, or your time. Here’s what they’re actually paying for and why your copy, funnel, and content need to reflect it: 1. Solutions → People are not looking for another tool. They want the pain to stop: slow growth, unclear messaging, or no inbound leads. → Your offer should say one thing clearly: “This solves a real problem you feel right now.” 2. Transformations → They’re not buying slight improvement. They want to see the version of themselves after the change. → If they can’t relate to the before, they’ll never believe in your after. 3. Connections → People buy when they feel seen, understood, and safe. → No conversion happens without emotional alignment first. 4. Experiences → They are not just buying access. They’re buying a feeling: clarity, momentum, control. → If your product adds stress or confusion, it becomes just another task. 5. Not your product → No one cares how it works until they believe what it can do for them. → Your message must answer: “Why does this matter to me, today?” You’re not being ignored. You’re being too abstract. When the message stays vague, the impact disappears. Buyers need to recognize themselves in what you write and not guess what you mean. Look at Coca-Cola. They don’t sell soda. They sell moments: family dinners, summer joy, childhood nostalgia. The emotion comes first. The product just follows. When your message starts with what people feel, they start listening. When it leads with outcomes they actually want, they move. Want to write offers that do that? DM me “SYSTEM” and I’ll send you the full breakdown. Or subscribe here to get the weekly version: https://lnkd.in/dcKj9svP Follow Stevo Jokic for content that turns strategy into demand.

Harsh Truth: People Don’t Buy Products or Services; They Buy the Changes Those Products or Services Bring to Their Lives. 1. It’s about the change, not the thing. People don’t just buy products; they buy how those products will change their lives. Focus on the transformation your offering provides, not just the features. 2. Show benefits, not specs. Customers want to know how your product will improve their life, not just what it does. Highlight the benefits and changes it brings. 3. Understand your customers deeply. To connect with buyers, you need to understand their needs and dreams. Put yourself in their shoes and reflect how your product meets those needs. 4. Make the journey smooth. How you guide your customers through their experience matters. Ensure the process of using your product is easy and enjoyable. 5. Let success stories shine. Share real-life stories of how your product has made a difference. Authentic testimonials are more convincing than just features. 6. Stand out with unique results. What makes your product special is the specific change it offers. Clearly show how your offering provides unique results. 7. Think long-term. People look for ongoing benefits, not just quick fixes. Position your product as a long-term solution and support system. 8. Connect emotionally. People make decisions based on feelings. Craft a story that resonates emotionally and shows how your product fulfills their deeper desires. 9. Stay tuned to customer needs. Keep up with what your customers want and need as it changes. Listen actively and adapt your offering to stay relevant. 10. Be honest about what you deliver. Ensure your promises are realistic and backed by evidence. Trust is built on delivering what you promise. 11. Measure success by results. The real measure of your product’s value is how well it achieves the desired change. Focus on delivering and proving those results. It’s not about the product itself—it’s about the transformation it brings to their lives. Agree with me?

Never seen a DTC brand run this tactic so well: (Scaled to $40m in 18 months) John Hefter bought Angry Orange (hear the whole story on Episode 134 of the Operators Podcast) He saw 100% organic reviews saying "This saved my marriage." He then put a framework and structure into place to tap into EXACTLY what made the product powerful. 1. Export  → Export Your 3-Star and 4-Star Reviews → Not 5-stars (too positive). Not 1-stars (complainers). → 3-4 stars tell you what's good AND what's missing. → Pull last 500 reviews. Use Helium 10 or any scraper. 2. Score Each Review Review Score = (Emotional Language × 2) + (Repeat Purchase × 5) + (Competitive Comparison × 3) + (Use Case Expansion × 2) Look for: → Emotional: "I can't believe this worked" (score 1-10) → Repeat Purchase: "Buying my 3rd bottle" (Yes = 5 points) → Competitive: "Tried 6 products before this" (Yes = 3 points) → Use Case: "Bought for X, now use for Y and Z" (Yes = 2 points) Sort by highest score.  → Top 20% = your creative goldmine. 3. Turn Reviews Into Ad Hooks → "I was about to spend $3,000 replacing carpet. Then I found this orange bottle." → "I bought this for one room. Now I use it in 6 places." → "This product saved my marriage. (And my dog.)" → "I don't believe in miracle products. But this proved me wrong." Use exact customer language. (Not your voice. Their voice) Step 4: Test → Week 1-2: Create 20-30 ads from top reviews → Week 3-4: Test at $20/day each → Week 5-6: Scale top 5 to $100/day Target metrics: → Hook Rate: >40% → CTR: >2% → CPA: 20% better than current Simple playbook:  1. Export 500 reviews 2. Score top 20% 3. Extract 5 hooks 4. Create 10-15 ads Your reviews are sitting there right now telling you what ads to make. Go read them.

90% of sales are driven by emotion. I’ve seen this play out again and again as a copywriter. When copy really hits, it’s rarely because it had the fanciest feature list. It’s because it made someone feel something first. Where most people get stuck… Most advice stops at “use emotion” What’s worked for me is keeping it simple: 1️⃣ Decide what you want your audience to feel. 2️⃣ Write a line that sparks that feeling — then bring in the logic. Here are 6 emotions I keep coming back to in my own work (Starting with ones that grab attention at the top of the funnel, and moving toward ones that help close the deal at the bottom) 1. Frustration — Show you get their pain so change feels urgent. 2. Fear — Point out the cost of inaction so the risk is real. 3. Hope — Make a better future feel possible. 4. Empowerment — Give them control over fixing the problem. 5. Belonging — Signal this is built for people like them. 6. Safety — Remove the risk so “yes” feels easy. The best copy I’ve written starts with emotion Then layers in the proof. I broke down real examples of all six in the carousel — swipe through if you want to steal a few.

Stop Bombarding People with Data: Here’s Why Emotion Wins Every Time 90% of customer and donor decisions are based on emotion, not logic. While you’re perfecting that slide deck with 47 charts and graphs, people are out there making decisions with their hearts, not their spreadsheets. Most businesses and nonprofits lean too heavily on data. They assume facts, stats, and logic will do the heavy lifting. Data informs, emotion transforms. A study by Harvard professor Gerald Zaltman revealed that emotions drive up to 95% of purchase decisions. Nonprofits: Donors give because they feel connected to your mission. Businesses: Customers buy products that make them feel seen, valued, or inspired not because you’ve got a feature list a mile long. If you want someone to support you, you’ve got to make them feel. What to do about it: 1. Audit your communications: Go through one email, ad, or campaign. Is it all stats and logic? If so, it’s time for a rewrite. 2. Tell a story: Replace those dry facts with a narrative that connects emotionally. For example: Nonprofits: Instead of “80% of kids in X region lack clean water,” share, “Maria, an 8-year-old, walks 3 miles every day for clean water. Here’s how we’re changing that.” Businesses: Replace “Our product is 20% faster than competitors” with, “Meet Alex. She’s saved 3 hours every week since using our tool and now spends those hours with her family.” Stories light up the human brain. They trigger oxytocin (the empathy hormone), making people more likely to trust you, support you, or buy from you. Take 5 minutes today: Revisit one piece of communication. Strip out the excess logic. Inject a powerful, emotional story. With purpose and impact, Mario

I wanted to share a simple, tested framework for writing product-led content that I've been using with many clients for years now. People usually like acronyms, so let's call it the PROVE framework. I strongly believe it works whether you're writing about a CRM, an HR platform, or an accounting tool; it's super flexible and applicable even outside of product-led blog posts. Save this if you write this type of content. 🔖 1️⃣ P — Problem. Lead with the pain point. This is how the reader knows the article is for them. If they don't recognize the problem in the first few lines, they're gone, and only the relevant people stay. Example: "Your sales team is spending 4 hours a week on manual data entry instead of selling." 2️⃣ R — Relevance. Why this matters now. Not every reader walks in convinced they need a solution today. This is where you give them the context that turns "maybe later" into "okay, I'm listening." Example: "With 67% of CRM implementations failing in the first year, getting this wrong costs more than the subscription fee — it costs pipeline visibility." 3️⃣ O — Outcome. Introduce your solution, but lead with the result the reader wants, not a mere feature list. Nobody cares about "automated workflow capabilities." They care about getting those 4 hours back and cutting the costs. Example: "Instead of listing '50+ integrations and automated workflows,' write: 'Your reps close their tabs, open one screen, and see every deal, email, and next step in one place.'" 4️⃣ V — Validation. This is where case studies and testimonials step in to confirm your product really is the solution. Be sure to match the example to the reader. A Series A startup story won't land with an enterprise buyer. Look for the same/similar industry, similar size, similar stage. Example: "A mid-size recruiting agency cut their time-to-fill by 30% in 6 months — not an enterprise giant with a dedicated ops team, but a 40-person firm with the same constraints your readers have." 5️⃣ E — Exit. This is the CTA, and it depends on where the reader is. Top of funnel? Point them to a related guide/webinar/gated asset. Bottom? Free trial, demo, pricing page. I've used this structure across CRM, procurement, fintech, and ed-tech content for the past three years and seen page-one rankings, praise from readers, sign-ups and conversions into paying customers. Try it and let me know how it worked for you!

If you're talking about your product's features instead of your customer's problems, you're masturbating in public. It might feel good to you, but everyone else is uncomfortable. Here's my golden rule for product description: Speak your customer's language, not your own. 👉🏻 Apple didn't call the iPod a "5GB MP3 player." They said "1,000 songs in your pocket." 👉🏻 Early car makers didn't talk about "internal combustion engines." They said "It's like having 200 horses pulling your carriage." At Zoko (YC W21), we learned this the hard way. We were all hyped about "multiple agent support" and "seamless integration." You know what our customers actually cared about? The green checkmark on WhatsApp. That's it. Once they got that, THEN they asked, "Cool, what else can we do?" Remember: 1. Talk to your customers. A lot. Understand their language, their problems, their desires. 2. Translate your tech Turn your features into benefits. "20GB storage" → "Never delete a photo again." 3. Use analogies. If your grandma wouldn't understand it, simplify it. 4. Test and iterate Try different messages. See what resonates. Double down on what works. Your job isn't to educate them about your tech. It's to show them how you'll make their lives better.

We talk about emotion a lot in marketing. But how do you sow the seeds of emotion effectively? When I say "emotion," I don't mean moving people to tears or promoting the emotional benefits of your product necessarily. I mean doing things that make people FEEL something while they experience your message and/or brand so they listen, engage, remember, and trust. Emotion is a cheat code. The more you can evoke it, the better you will fare. → Emotion makes your message more interesting and alluring We developed emotions so we can respond to environmental threats and opportunities and not die. Which means emotions naturally arouse attention. → Emotion makes your message more memorable. Emotional events activate our amygdala (emotional processing) and hippocampus (episodic memory) at almost the exact same time, which results in our amygdala enhancing attention and perception, which helps our hippocampus store memories more effectively. → Emotion plays a critical role in the decision-making process Want to win competitive deals? Make buyers feel emotionally closer to you. Emotion can help persuade, influence, and engender trust. So how do you sow the seeds of emotion in your content? Two ways: 1. Address rational topics in an emotional way 2. Address emotional topics in a rational way First, you can address highly rational topics in an emotional way. Stick your rational message in an emotional vessel that incorporates humor, nostalgia, story, passion, surprise, or empathy (or all of the above). Make an otherwise rational argument funny, or nostalgic, or surprising. Second, you can address emotional topics in a rational way. Literally, just talk about the topics your buyers feel emotionally close to in your industry. Voice your opinion on a rational topic that evokes fear, doubt, hope, excitement, or frustration in your buyers. My esteemed colleague, Obaid Durrani, is the master of emotion. He can sprinkle emotion on his rational, logical messages about marketing, or he can go straight to the heart of the argument in his industry. Either way, everything he publishes evokes emotion, which makes people listen, remember, and trust. And I works. We've run this two-pronged approach to evoking emotions at three different companies together. Viral posts, memorable associations, us vs. them decisions... emotions underpinned them all. Emotion doesn't need to be hard. It just needs to fall into one of two categories.