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