Studies have shown that a high percentage of shoppers purposely look for product reviews before making a buying decision. Many IM marketers are lazy and write their reviews based on other reviews and just reading about the product, and that is not the best way to do it. Your personal experience with the product may or may not be direct, but the point is, if you have used the product yourself, you'll be able to give a firsthand review of it. That and much more becomes essential to creating reviews that are able to compel readers to click through to the sales page as you are about to learn.rnrnYou need to be very sure your review introduction is able to create the desire that is needed to make the person want to know more. You are not writing a suspense novel, so do not make the reader wait and guess about it or else they may just leave. If the reader is interested enough in the product to find your review, then you know that part is already there - so take advantage of the existing desire to know more. rnrnYou will always find something in any product that is lacking or not done in the best way, and do not be afraid to talk about that. Don't just sugarcoat things to make the review highly positive as that may look misleading to your readers. No product is perfect, being honest about these limitations will put a positive impression on the minds of your prospects and they will appreciate you for being genuine. So never fear that being upfront with your readers will cause sales to sag, and in fact you may find it is just the opposite.rnrnYou can also compare the product you're recommending with the other competitive products in the market to show your prospects where you stand. Actually people do appreciate it when they see things like tables that list products side by side with another column of features provided by each. It'll become easier for your reader to make a decision and choose your product over the others when they see how it outbids the similar ones. When you do this, if you do it, then you have to be very thorough and comprehensive about what you present. rnrnA good product review will not take sides with any product, and it is there to offer accurate information. Do not forget to do testing on your product review pages so you can optimize for conversions. Neutral is the word and what all of your reviews need to include, and if not then your conversions will suffer. Just do what is right, and then if your conversions are good then you have done your job. When you do this, you show them that you're lending a helping hand rather than throwing a blatant sales pitch at them.

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