Alan R. Bechtold has released the latest issue of E-Wealth Report. This featured article is titled “When Is A “Review” NOT A Review?”. [E-Wealth Report]


Alan Bechtold has released the latest issue of ‘E-Wealth Report’ Newsletter.

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When Is A “Review” NOT A Review?

We’re witnessing the explosion of a “user contributor” experience on the Web like never before. I’ve written here previously concerning the impact we as marketers will face as the Web 2.0 explosion puts the power of the press easily into the hands of everyone.

The point of my previous comments: more than ever before, quality will count most toward success or failure. The quality of your products and the quality of your service will be the most important assets you can bring to the table, to build a business and succeed online.

This is because consumers, for the first time in Web history, have the ability to easily post their own comments about their experiences buying your products and services and working with you.

But — I have some serious concerns about this new trend and the damage it can also bring about.

For example, Amazon.com, rightfully anxious to get in on the Web 2.0 “experience” bandwagon, has added the ability for their buyers to “review” the books, movies and CDs that can be purchased from the site. They recently added the ability for buyers to also post VIDEO reviews.

The apparent benefits are huge. For the first time ever, consumers can now access OTHER consumers’ opinions about anything they plan to buy, and base their decisions on what others are saying.

But — should these opinions be called “reviews?” Are they really a RELIABLE indiator of quality or lack thereof?

According to Websters.com, the word “review” definitely fits:

1. a critical article or report, as in a periodical, on a book, play, recital, or the like; critique; evaluation.

And the definition goes on to state that a review is generally considered less formal than a critique, which usually comes from someone who is well-versed in the artform being reviewed.

However, if we’re to accept user comments and opinions as “reviews,” then we most certainly must start looking at all reviews a bit differently than we used to.

Prior to the Web 2.0 explosion, a review was generally written or otherwise presented from the viewpoint of someone who is a professional reviewer. This implied a much more in-depth knowledge of the subject, and/or of the medium with which the subject was presented, than the average reader or viewer.

Amazon wisely differentiates between “reader reviews” and “press reviews” on its site. This is good. Media reviews are generally written by professional reviewers, under the watchful eye of a professional editor — and published by a publisher with an eye always turned toward the company’s reputation. Reader reviews, on the other hand, are submitted by individuals who may or may not have any experience with reviews or with the subject covered by the movie, book or CD being reviewed.

Just look through any of the reviews posted by Amazon customers about any book. Some are great — favorable or not. Some clearly stink, written by people just blowing off steam because they can, with no basis in fact or clarity on their position.

You would never see “This book SUCKS! The author SUCKS and so does her handling of this subject. I’ve read better books written for two-year-olds,” would NEVER appear in a newspaper or other publication’s reviews pages — but this kind of “review” appears all the time on Amazon.

Others are posted by the author’s friends and family. Some are posted by the author’s competitors.

But, these ringers are usually fairly easy to spot. The REAL problem is consistency. When I read reviews in a publication, I generally find reviewers with tastes similar to mine — and I get familiar with their viewpoints over time.

Sometimes, I also learn to trust a reviewer with tastes the exact OPPOSITE of mine. Whatever he hates, I know I’ll like! Because these reviewers are regularly featured in the publication, I can also rely on their judgement and know which way to go when making my own decision. I just buy what they hate and vice-versa!

How much do I know about an individual who most likely is posting the first review she’s ever written on Amazon? How do I know what OTHER issues are going through an individual reviewer’s mind at the time she wrote her “review?”

I wish they were called “consumer opinions” or almost anything but reviews or critiques, but the dam’s burst. It’s water over the transom at this point. I doubt seriously there will ever be any turning back.

The best we can do is make the best of the situation and find ways to profit from it still.

And there are plenty of GOOD things to consider when it comes to “reader reviews” or other Web 2.0 sites actively publishing consumer reviews. Actually, letting consumers have their say is a GOOD thing. I believe businesses that go out of their way to treat their customers well and overdeliver on what they sell should be rewarded. The availability of these new Web 2.0 “review” options can provide that reward quickly.

As you probably have guessed by now, I’m a big fan of quality — and word-of-mouth advertising is the best marketing you can put to work for you. Today, it’s now easier than ever to EARN that word-of-mouth marketing, if you’re willing to step up to the plate and REALLY deliver on your promises and conduct your business in a consumer-centered fashion.

For consumers, it’s always best to consult with other people and find out what’s good and what isn’t before spending money. These online consumer review options make it much easier to “check the pulse” of a large group of other people, people who have gone before you, prior to making a buying decision of your own.

To REALLY get the value from these opinions, however, you do need to modify the way you look at these reviews, compared to “media reviews” you might be accustomed to in the past.

You’ll soon notice, after reading any number of consumer reviews, that there are almost ALWAYS a few real stinkers in the bunch. Ignore the “This SUCKS”-style blatantly idiotic comments, and also the ones that tend to make the product sound like its producer literally walks on water, and you’ll get a clearer picture of the overall experience customers before you have enjoyed or endured.

Amazon.com wisely lets you click on a reviewer’s name. This brings up all the reviews he’s written on Amazon, so you can see if this is a person who simply hates EVERYTHING, or if he is pretty much unbiased and on-track, and simply hard to please.

I wish more “reviews” sites and “consumer review” features on sites would allow us to see ALL the reviews posted by individual reviewers. This is about the ONLY way I can see if there is a consistency of action going on that precludes the comment.

For example — I was reading customer reviews of a book I was interested in. There weren’t a lot to choose from — only about five. ONE reviewer was NASTY and HATEFUL, spewing venom in her review that the others didn’t seem to reflect. In fact, the other reviews were all solidly positive. When I checked out the reviewer in question, I noticed EVERYTHING this person posted on Amazon was almost the same — short, curt, and NASTY.

It was easy to see that this was a person who just liked to vent on ANYTHING. So I discounted all reviews from this person from that point forward.

The point is that we all now have the power, in our hands, to let other consumers know what we think. I urge you to always consider the source. Always weigh the good and the bad about anything. Throw out the most positive and most negative and see what’s left. Don’t let just one or two negative comments cloud your purchasing decision until you’ve looked more into what is being criticised.

You could just find that the person who wrote the negative OR positive review didn’t know what he was talking about!

I also recommend that you start posting your OWN reviews. Like comments on a blog, these will often allow you to add a URL to your signature. ALWAYS include your URL and don’t bother leaving reviews if you can’t. These will provide you with valuable, coveted one-way links back to your own site, whether your review is positive OR negative.

Above all else, be HONEST. Don’t slam something without good reason and STATE that reason. Do the same with praise. Don’t just say “I love this thing!” Tell us WHY you love it!

Then we’ll all benefit from your comments and you won’t be tossed out when other SMART consumers are weighing the good with the bad.

In short, this will make your opinions COUNT, in multiple ways.

I bring a gift today that could literally drive hundreds, if not THOUSANDS of new visitors to any Website you might have. I want to make up for the fact that I didn’t publish an issue last week — so I’m going overboard this time around.

This is something you WILL have to pay for — but it is only $1.

In return, you’ll get more than $700 worth of goodies, including a great course that will show you step-by-step how to easily create videos and post them online, some excellent software that will make it easier than ever to submit your Websites to search engines, a CD jammed with 100 royalty-free songs you can use any way you like — and too much more to list here.

That’s worth more than $1, don’t you think?

But — it gets BETTER!

This $1 fee will also sign you up for a two-week trial of Traffic Geyser, an amazing service that enables you to upload a video once, then have that video uploaded FOR you, to up to 40 video sharing sites. The system will then strip the audio out of your video and submit the audio as a podcast to even more directories, including iTunes. Then, the Geyser will submit your video and
audio files to about 15 social bookmarking sites.

The result? Almost INSTANT domination of your chosen search terms in the leading search engines. FREE TRAFFIC!!!

The cool thing is, you don’t even have to own a webcam or camcorder. You can also call the system and record what you want to say, then send any photo or photos of yourself, then tie them together with the system and generate a movie from that!

I tested out the photo movie feature myself. I E-mailed a photo to the system and called the phone line I was provided to make a brief recording. That took about five minutes. Then, another ten minutes and the video was created and off to all the video sharing sites.

The keyword phrase I selected for the test — “Internet content expert” — had my video in the top TWO positions on Google withing TWO HOURS!

This works great. You can try it for a buck and if it doesn’t work for you, no big deal. You still got $700+ worth of goodies for $1. It’s a super-powerful gift, either way and no hard feelings.

Just give Traffic Geyser a try. It carries my HIGHEST recommendation.

THAT’S a REAL review!

see you next week!

Alan R. Bechtold

President/CEO

BBS Press Service, Inc.

‘E-Wealth Report’ Newsletter

*IMNewswatch would like to thank Alan Bechtold for granting permission to reprint the latest article.

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