Get Better Reviews
Now, this may sound sketchy at first – like trying to control or manipulate what is said, but hear me out. And, give me your opinion after you’ve read my suggestions!
1. Capture the Moment of Delight – I consulted for a company that had a great product and fantastic online reviews. But, it wasn’t just the product – it was when they were asking for the reviews. At the time that customers were mostly likely to be delighted, they were asked for a review. Examples could include after a particularly good customer support call, or after getting a great deal, or completing a task successfully. Figure out when your customer is most delighted and ask them when their memory is fresh and when they are most pleased with your product/company.
2. Start an Evangelist Program – If you know who your most loyal customers are, send them an email or even call them asking them to write a review. If you don’t have an evangelists program, start one tomorrow. Many companies have Beta Programs and these are usually full of evangelists. If you do use them, make sure they self-disclose that they are part of a special program. If you don’t have a Beta Program, go ask the people closest to your customers – customer support or sales and they will know who your evangelists are.
3. Help Your Evangelists Write a Good Review – I am not talking about giving them content to include in their reviews. But, I am talking about giving them a structure that they can follow. Let’s face it, most people are busy and won’t take the time to write a thorough, detailed review. And, detail is the MOST important ingredient to a useful review. Reviews like “I love the product!!!” or “Great product – we love it!!” are not helpful to a prospect because it lacks detail and may feel inauthentic. In fact, a review like this can do more harm than good. So what makes a good review?
4. Respond Quickly and Politely – Of course, if a review has inaccuracies or untruths, you should defend yourself. Just be polite and keep to the facts. When you respond quickly, this signals that your company cares and is on top of things.
5. Let Your Evangelists Come to Your Defense – I call this the “big best friend” strategy. If you think someone has written a damaging review, ask your evangelists to come to your defense with a rebuttal. It looks better if other customers are defending your product vs. you. Customers are much more likely to trust other customers.
Please let me know what you think about these tips. Fire away!