#488 Why Reviews Matter

Why do reviews matter?  Part of the answer to that question lies in the psychological phenomenon of social proof. We look to others for advice and ideas.  Whether it is contagious laughter at a comedy show,  or turning around in an elevator to face the door, behavior is observed and replicated.

Particularly when buying something we have never bought before reviews provide that social proof.

How do you solicit reviews? Ask for them when customers are still excited about the purchase.  For example:

• As you serve dessert at a fine restaurant
• Just as you sign the closing papers on your new home
• As you hand over the keys to their new car.

What about negative reviews? Bryan Caplan suggests using the four "p"s to guide your response.

• Professional
• Prompt
• Pleasant
• And Pick up the phone!