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buying & selling guides

Step By Step Guide To Writing A Buyer's Guide

In today’s world, customers have a plethora of options at the touch of a button, which means they can own anything they want within minutes.

While this is possibly the most convenient purchases have ever been, it also makes choosing the right product a rather difficult task. This is where a buying guides come into the picture. Designed to provide the customer with all the information they need to choose the right product, they are intended to simplify the purchasing process.

When creating a step by step guide to buying, it is important for newer and professional content writers to communicate all the information in the most understanding way they can. If you are writing your own buying guide, here are some things to be mindful of before you begin:

1. Identify your customer

The most important part about writing a buying guide is to know who you are writing for. There is a huge difference between article writing for amateur consumers and seasoned ones. For instance, you would write “How to choose a smartphone” for customers that are new to the market, but write an article like “Top five phones with 10GB RAM” for those looking for more specific in-depth information.

Your content should also anticipate and answer your audience’s questions, but offer them researched yet concise writing.

2. Engage with your audience

An effective buyer’s guide is accurate, concise, informative and engaging. The best way to make your content writing appealing is with language and structure. Using a light, personal tone makes your audience want to read more and breaking up content into shorter paragraphs motivates them to keep reading. Large chunks of text can put off readers because they do not want to mine through a text heavy document for information.

Structure your guide in a way that each section is easily accessible and demarcated for your reader to quickly find what they need.

3. Choose the right format

While client briefs may vary, it is important to understand what kind of buying guide you are writing in accordance with the client’s objective. If the objective is to educate inexperienced customers, you would write a Guide for first-time purchases. However, if your weighing products of the same category against each other, you need to write a Guide comparing products.

Often customers resort to their search engine to look for accessories for a recent purchase and any buying guide detailing add-ons to a product will become a Guide to product add-ons.

Finally, for consumers looking for after-sales services like ‘How to use a product’ or ‘How to upgrade your current smartphone model’, you write Guides for after-purchase use.


Buying guides are a great way for your brand to establish its position and cross promote products. They also give your consumers valuable information to take away and allow you to subtly affect their purchasing process while simplifying it for them, thereby also building trust. Buyer’s guides require well researched, invested in and SEO friendly content and the benefits are multifold.

Remember these important tips before you begin writing one:

  • Make your content SEO friendly- this will help your audience discover your guide rather easily
  • Keep the tone consistent
  • Be educational but not preachy
  • Be straightforward
  • Include external and internal links in your content

Have you written any buying or selling guides for your readers yet?

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