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reviews matter

In Marketing Do Reviews Matter?

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Product or service providers plea, “Please go on Google, Yelp, or Amazon and leave a review.” Do reviews matter? Why is this so important?

For the marketer, the restaurant owner, or the car dealership, and anyone providing a service or product today, they want your comment online. Of course, they love it the most if it is a favorable comment and they want you to abide by your mother’s rule of don’t say (write) it if it isn’t nice.

Providing Opinions

Many of the consumers are not in a hurry to provide this. They don’t understand why they should invest their time or energy to help. Yet they are often looking for the reviews, testimonials, or other data before they buy.

People want to be certain and confident in their choice. As a bonus, when the decision is based on another person’s advice, they have a scapegoat.

In an uncertain World, what people often seek is certainty, or maybe someone else to blame.

People need the facts, not really opinions, yet many decisions are made based on opinions. Every day we encounter words like fake news, under oath, or perjury. In spite of, or because of, many people are compelled to action based on what others say.

Best of the Best

We live in a funny World. Throughout the year, magazines, newspapers, and many other forms of media, proclaim to provide lists of the best. There is the Top 100 Future Stars, the 50 Best Restaurants, and the 40 Most Influential Under 40. Does anyone ask about this research? The answer is, very few.

In marketing, reviews matter. They matter because we often want someone to tell us who is the best, what to buy and who to buy it from.

Top 10 Places to Visit

Most Popular on Netflix

Number One News Channel

Amazon Best Seller

Rated Safest and Most Reliable Car

This of course gets more confusing by with language like Award Winning, Voted Favorite, and All Time. Is any of this validated? What is in the fine print? Does anyone really care?

Reviews Matter

Chances are good that many consumers or even B2B decisions are emotionally based on what someone else says or writes. They want the other person to be on the hook, decisions are too hard, and they don’t want to be responsible for a point of view that may be judged by others as wrong.

It is not just people, but also technology. Our data is filtered. It is filtered by search engines, algorithms, and by our social network.

Reviews matter and choice may be one of the best problems to have.


Dennis E. Gilbert is a business consultant, speaker (CSPTM), and corporate trainer that specializes in helping businesses and individuals accelerate their leadership, their team, and their success. He is a five-time author and some of his work includes, #CustServ The Customer Service Culture, and Forgotten Respect, Navigating A Multigenerational Workforce. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.

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