A lesson in customer persuasion from 800,000 Amazon listings
Research suggests the tense we use affects how helpful reviews are, and more importantly, how persuasive you can be in your written communications.
Does writing in the present tense make you more persuasive? According to research on Amazon listings, the tense we use affects how helpful reviews are, and more importantly, how persuasive you can be in your written communications.
Past, present and future tense
Across five studies, including over 2 million online reviews, researchers wanted to know whether using past, present or future tense matters most to the reader.
Starting with a database of 832,137 Amazon fashion and beauty product reviews, the researchers first coded words used according to past, present and future tense.
For example:
- Past tense: “The blades were easy to install and made the razor work like it did when it was new.”
- Present tense: “Works like it’s supposed to. Easy to change and keeps your razor clean.”
- Future tense: “Great value. You will never have to buy razor blades again.”
They then compared each review to how helpful it was rated.
Reviews with a high percentage of present tense verbs were rated as more helpful than either past or future tense. But why?
Concreteness
In a follow-up study, 365 participants were asked to read reviews written in either past, present or future tense and indicate how helpful, clear and relevant it was.
Reviews in the present tense were again rated as being most helpful, but also, more concrete. In other words, readers found it easier to imagine using the product.
Similar results were found when 393 people were asked to evaluate a charitable donation proposal. People who read proposals written in the present tense donated more money and evaluated the proposal as being more concrete.
Why does this matter?
When something is concrete, it feels more vivid and urgent, and this makes it easier to imagine. When it’s easier to imagine, it’s easier to act on.
But why does the present tense make it more concrete?
The present tense feels closer to us. It shrinks the psychological distance between the event and where the person is now.
Interestingly, this only works if the geolocation is close as well. When the US-based researchers used reviews from Australia (a long way away), verb tenses ceased being effective. In contrast, reviews from nearby Canada that used the present tense continued to be deemed the most helpful.
It seems that when geographical distance is already significant (like reviews from a faraway land), the concreteness is already diminished, so the choice of tense doesn’t carry as much weight.
Implications for your business
- When asking customers to review products, make sure your request uses the present tense. This will prompt them to use the present tense as well. For example, say, “Tell us what you like about your recent purchase” rather than “Tell us what you liked about your recent purchase”.
- It’s not just reviews. When persuading people to take action in your marketing collateral, website copy, emails, proposals and presentations, use the present tense. This will make what you share more vivid, concrete and actionable.
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