Writing Product Reviews That Cater To Your Audience

If your copy isn’t landing, I’ll bet I know why. You’re writing for an audience. Try this instead: Think of one person who perfectly represents your dream client. Someone real. Now, write to them. 👋 Start with their name. ✏️ Write the thing. ✖️ Delete their name. If this is easy? Congrats—you know your audience inside and out. You get what drives them, what keeps them up at night, what they secretly hope for. If it’s hard? That’s a sign you need to dig deeper. Because if you don’t know what matters to your audience, how can you expect them to care about what you’re saying? Think about how you’d recommend a restaurant to a friend. You wouldn’t list every menu item and describe the table settings. You’d say: ✅ They have the best spicy margaritas, your favorite! ✅ It’s 10 minutes from your office. ✅ Oh, and the chef? He was on your favorite food show. You know exactly what to say because you know her. That’s what great copy does. It speaks to the right person in the right way. And the fastest way to nail that? Customer interviews. The best way to understand your audience is to hear it straight from them. If you could get inside your dream client’s head for a day, what would you want to know?

You know what’s worse than writing content no one reads? Writing content that doesn’t actually help your audience. If they read it and don't find value, they bounce. And that impression of your brand being "not helpful" sticks with them when they leave. Let me break it to you: Writing content based on your product features isn’t cutting it. You need to be publishing content that aligns with the real reasons your buyers are "hiring" your product. This is where Jobs to be Done (JTBD) content comes in. JTBD content is all about understanding the specific goals or outcomes your customers are trying to achieve. Instead of focusing on how cool your features are, you’re talking about how your product helps them solve real problems. For example, don’t just say, “Our SaaS helps automate processes.” Instead, say something like, “Stop wasting hours on repetitive tasks. Our tool helps you automate workflows so you can focus on the big stuff—like growing your business.” Why does this matter? Because when you speak directly to the “job” your customer is trying to get done, you’re speaking their language. You’re aligning with their needs, not just pushing your product. And here’s the bonus: Analyzing the “jobs” your customers are trying to do can help you uncover new opportunities for innovation and even find gaps in the market. So, take a minute and ask yourself: What *real* job is your product solving for your audience?

Most brands have no clue how to make a static ad work. They slap together a product shot, write “better energy,” and wonder why nothing converts. Here’s the problem: they’ve never seen a golden review. A golden review is the kind of customer feedback that writes the copy for you. It gives you the hook, the pain point, the transformation, even the CTA. We found one recently for Huel that hit all the major selling blocks like it was trained in direct response. First line? “My diet was OK before Huel… but a lot of crap food and missed breakfasts.” That’s a clean pain point right there. Feels real. Relatable. Doesn’t try too hard. Then comes the solution. “Now I replace the missed breakfast and crap lunches with Huel (it’s literally two thirds of my ‘food’ now).” That’s commitment. Believability. Then the review keeps layering on benefits like a trained closer. “I don’t feel snacky like I did. Energy levels up. Concentration much more focused. I feel better generally.” He even throws in a bonus, muscle tone improvement from the same gym routine. And if that wasn’t enough, it goes straight into comparison copy: “I had Joylent for a bit… but Huel gets its carbs from oats and personally I like the look of their recipe much more.” Translation: your competitor sucks, here’s why this is better. Then come the objections. Mixing issues? “I use a blender—it’s no trouble.” Digestion problems? “Expect some flatulence in the first week… but that passes quickly.” This review has everything. Pain. Solution. Benefits. Comparison. Objection handling. Call to action. It’s not a script. But it could be. This is the kind of language your audience actually uses. The kind of detail that can 3x your ad hit rate when you plug it into a static, or learn how to scriptwrite from it. But most brands don’t go looking for these. They get lost on their own product page. Here’s how to actually find golden reviews: Stop looking at just your site reviews. Go deeper. Reddit threads, blog articles, YouTube comments, Amazon reviews (even of competitors), Quora posts. Anywhere someone rants, raves, or gets real about their experience. Because when someone says something like: “I just feel better, faster, content, it’s hard to explain.” That’s copy gold. And it probably converts like crazy.