Online shopping has always been preferred by consumers who need sensitive products. Even if they’re not particularly shy about it, they may still prefer the privacy of home shopping. No matter the reason, the internet has become an important source of products that consumers may feel too embarrassed to purchase in person.
These ‘sensitive’ products might include:
- Products that may carry a stigma, such as cannabis and its derivatives
- Tests and treatments for infections
- Chronic condition management, such as incontinence products
- Sexual or intimate products
- Mental health & wellness products
- Weight loss or obesity products
Many of these ‘delicate’ products are health-related, which further complicates marketing matters with industry regulations and ethics.
How to Get Reviews & Referrals for Embarrassing Products
The same shyness that compels people to purchase these items online, makes it harder to get reviews, referrals, recommendations, or testimonials. If they don’t want to approach a pharmacist for the item or take it through checkout, they’ll be less inclined to advertise their purchase with reviews or recommendations.
Over the years, we’ve discovered several ways to increase the number of reviews and referrals for sensitive items. I’m sharing the best of them with you below.
1. Bribery! If you want people to reveal their own interest in your sensitive product line, you have to make it worthwhile. Contests encourage sharing like nothing else. Make the prizes especially tempting to your customer avatar to see the best results with this marketing tactic. You can also offer mutual incentives to share, such as “if you order through my link, we’ll both get $5 off our next order.” If you have a loyalty program, offer bonus points for reviews.
2. If you have review functionality in place on your website, add the option to enter a username with reviews instead of their real name. You can still verify it as a purchase to legitimize the review.
3. There are online communities attracting every group you can imagine, from gender to medical condition support. These groups aren’t just an opportunity for promotion or referrals, they’re also a wealth of market information. Track group FAQ’s and start producing content that answers the questions relatable to your product. It will be a solid SEO bet, and you can share the answer when the question comes up again in a group. Plus, others can share your helpful content when they see the question elsewhere.
Make sure you read the group rules before posting there, as many prohibit advertising or restrict self-promotion. Most importantly, be a helpful member of the community and build trust with full disclosure. Sometimes the best angle is no angle.
4. Create educational blog posts, whitepapers, case studies, videos and infographics based on information from qualified sources. Building trust is critical in sensitive categories and top quality information will establish your level of expertise. It may also signal search engines that your product and company are legitimate. Always cite your sources.
Image: Szio is a Canadian company providing “natural and clinically proven solutions for pelvic health.” They understand the marketing challenges of this category, and address them by building trust with expert referrals and content.
5. Most of us want to help others who are struggling with the same issues and have similar concerns. If I’m in a group of my peers, I may recommend your product based on something as simple as discreet packaging. What other concerns might come up in group discussions? How can you make sure your product is the one they recommend?
6. Customer support stories are often shared online and the best ones can increase referrals. Your customer service agents must be trained in empathy, sensitivity, and confidentiality to earn these referrals. Additionally, the website should include as much relevant information as possible so consumers can find answers without having to talk to anyone or identify themselves. It also makes it easy for them to share your links with others who might find your articles helpful, either openly or in private messages.
7. Newsletters should have a discreet subject line and sender name to encourage forwarding. Mention this on your newsletter landing page to reassure hesitant subscribers. Customers on your email list are far more likely to come back to your website to leave a review. Don’t forget to include your links to popular rating sites as well.
8. Find reputable websites or influencers that share your target market without being a direct competitor. Make a list of your top 10-20 choices, noting their advertising options (website, newsletter, podcast, video, and so on). Pitch your campaign ideas to influencers & website owners, tell them about your affiliate program, offer samples, or inquire about advertising.
9. Is there a cause associated with your product? Encouraging customers to share in order to reduce stigmas, for example, turns it into a cause that may inspire a public post.
Marketing Embarrassing Products: Next Steps
[DISCLOSURE: We may receive compensation for links to products on this website.]
• Choose your marketing channels wisely. It’s more important than ever to diversify your traffic sources and choose marketing channels that are top performers for you. Base it on your ideal customer and where they’re most likely to be. That might include people who are researching a specific problem through search engines and AI, or where you’re most likely to reach them (such as Facebook, an influencer podcast, or related newsletters). Keyword research is critical for effective targeting across many platforms, making tools like Semrush invaluable.
“Now, consider your product or service,” suggests The Wellness Business Blueprint: Marketing That Heals. “When deciding what marketing channels to use, it’s best to think holistically and reflect on the level of urgency, the demographic and channels they have an affinity for, and the types of products/services offered. Put yourself in your customers’ shoes. If you were them, how would you find this product or service? Having a clear strategy and a well-thought-out plan to attract customers can save you a lot of money in the long run.”
• Include your website, email and social media information with each order. Make it easy for them to submit a review or share your posts. While it might be common for people to be a little embarrassed about purchasing your product, not everyone will be.
• Make sure you have a presence on the top consumer review & rating websites. Review management software and apps (like Canada’s NiceJob) exist to help you track and interact with reviews placed on multiple websites. Automating review management and marketing will save you a lot of time and ensure you never miss an opportunity or review.
• Test the outcomes of each online marketing tactic above, and focus on the ones that work best for your business. Use the resulting reviews to increase traffic and conversions on social media and on product pages. According to Entrepreneur, featuring reviews on product pages can increase conversions by up to 34%.
The perpetual question you should be asking is, what would make YOU step way out of your comfort zone when it comes to recommending a product? What would your answer be? How does your staff answer? How do your customers respond? Different things motivate different people, and you’ll want to use each and every motivator to get as many reviews as possible from this shy consumer group.
How do you get customer reviews for private products purchased online? Please share your experience or questions in the comments below, or join us in the Online Business Canada Facebook group.
For weekly inspiration, insights, tips, and resources, sign up for the Online Business Canada newsletter!
7 Recession Proof Online Businesses To Start From Home
Expert help to choose, start, and run a successful online business!
“Almost 200 pages of pure gold…”
GET IT ON AMAZON
Or Other Major Ebook Retailers
——————————————
© CanadiansInternet.com – Content on this website may not be used elsewhere without expressed permission. Thank you for respecting the effort that we have put into our original content.
DISCLOSURE:Â We may receive compensation for links to products on this website. Â As an Amazon Associate, we earn from qualifying purchases. Our content is provided for informational purposes only and does not guarantee results.
Last Updated on July 7, 2025 by Melody McKinnon, Online Business & Marketing Manager
Melody McKinnon is an internet entrepreneur with 25 years of experience in a wide range of online business models, backed by a formal business/marketing education and enhanced by training and mentorship. She has owned or managed both educational and ecommerce websites. Her book, 7 Recession Proof Online Businesses to Start From Home, is available from all major ebook retailers.
Melody has worked with many businesses in a multitude of capacities. She can often be found on CanadianDigitalMedia.com, CanadiansInternet.com, CanadianFamily.net, and AllNaturalPetCare.com, as well as other quality digital publications. Her content has earned reference links from highly-respected websites, magazines and university textbooks.
I’ve been lured for my contact info for contests on more embarassing stuff, but reviews put me out there. Probably a higher chance of getting the real contact info though which will legit the review.
It’s tough to ask for reviews too. Nobody wants to approach their customers about personal problems because they risk offending them. I’ll put lots of thought into how we can be delicate but helpful. You really got me thinking – thanks!