According to a report by Counterpoint Research, at least 12.5 million wireless earbuds were sold in the fourth quarter of 2018. Much of this success has be attributed to the popularity of Apple AirPods. However, the demand for cheap wireless earbuds has grown exponentially over the past year with millions of consumers seeking out low-cost alternatives to pair with their mobile devices.
With tons of audio brands releasing budget models in the category, it’s become more challenging to get your product on the radar of every major print and online publication. Don’t sweat it. Here are five expert tips to get your $50 wireless earbuds reviewed.
Brand-Driven Storytelling
A critical part of brand building is storytelling. Whether your client creates their earbuds from eco-friendly materials, donates a percentage of sales to local charities or employs studio-engineering techniques to produce killer sound, these are all compelling narratives that help forge a connection between the reviewer and the brand.
Don’t Compare Them to Luxury Earbuds
It’s simple – don’t get carried away comparing your client’s $50 Bluetooth buds to $200 models. This creates unrealistic expectations and leaves reviewers with the impression that they’re receiving Bose or Sennheiser-like audio hardware. They know firsthand what a pair of luxury buds feels and sounds like, so don’t insult their intelligence.
Instead, make comparisons to other notable brands (Anker, JBL, Skullcandy) that sell products in the same price range. This makes for a more believable argument and gives the reviewer insight on some of the top market leaders in this category.
Highlight Its Biggest Selling Point
Design. Sound. Battery Life. Connectivity. What’s the one distinguishable feature that makes these earbuds superior to all other models in its class? Bring immediate attention to it in your pitch, then back up the claim with R&D specifics. This will strengthen both the brand and product’s credibility.
Share Expert and Customer Reviews
Journalists are curious to know what publications have reviewed a product. If your client’s earbuds have received coverage on a handful of outlets, gather notable quotes from each one and hyperlink them in your pitch.
If it’s a brand-new release, offer samples to as many tech editors, writers, and influencers as possible. The odds of every single one reviewing the earbuds might be slim, but the real goal is to build buzz around the launch. This can come from personal feedback or soundbites that they’re willing to share, which the brand can feature on its site.
Consumer reviews are another great resource for showcasing a product’s mass appeal. Many shoppers live and die by an online retailer’s reviews and rating system (*cough* Amazon *cough*), while others find them untrustworthy. Weed out the fakes using free online sites like Fakespot, which analyzes product reviews on retail sites to determine what’s legit and what’s not, and share some of the more detailed, noteworthy ones with reviewers.
E-Commerce Gold
Take a look at Amazon’s Best Selling Audio Headphones page. Notice a theme? Half of the top sellers not only fall under the wireless earbuds’ category – they’re also listed at $50 and under. If your client’s earbuds crack the top 100, this makes them a super-easy sell, which benefits online publications that want hot sellers they can make money via affiliate programs.
Several start-up audio brands also have their own affiliate programs, offering special deals through their sites. Check out other popular retailers like eBay, Jet, Target, and Walmart to see how well the earbuds are performing on those platforms too.
Alex Bracetti is a lifestyle writer based out of New York City with over a decade of journalism experience. He specializes in numerous categories including: consumer tech, gaming, fashion, pop culture, sports, and men’s grooming. You can find many of his features on popular sites such as Tom’s Guide, Men’s Health, Complex, Thrillist, AskMen, and more.
