Today, when every fourth purchase is made on the Internet, it is reviews that help potential buyers choose a product, and companies to sell it. But if you think that a product with a good review should be taken, and with a bad one – look further, then you are mistaken. And now we will prove to you why not everything is so clear!
Get ready to find out the “terrible” secret – 70% of all reviews in any industry are written to order. The reason is obvious – companies desperately need customers, and also to “move” a competitor, to appear more weighty than others, to raise the rating of a certain product or service. And what is even more unbelievable is that reviews are ordered both positive and negative. In short, if we have completely confused you now, and you can’t make a purchase, then let’s figure out how to recognize a fake from the truth, and buy only the best!
1. Monotony
When a customer asks to write a review about the goods or services of his store, he usually gives out the same technical task. Well, something like: “Write a positive review, indicate the “pros”, mention fast delivery, quality of service and a convenient schedule. Send feedback on behalf of different buyers and preferably from different cities.” Sometimes there are customers more cunning, who ask to indicate about one drawback, but which does not exactly concern the product itself: “The lamp is simply magnificent, but what a pity that it did not fit into my interior.” So, when you see a dozen identical phrases and sentences without mistakes, but only under different names and a vast geography – look for another store!
2. Text length
On exchanges where the customer “buys” reviews, there is always a fixed length (up to 100 or 350 characters without a space, etc.). Such reviews are visually noticeable on the screen. And yes – they are not real either!
3. The text is too voluminous
Agree, well, which of us after buying a product or service has two or three free hours to register and write a grateful review of the company or even a whole advertising review? Such reviews look especially ridiculous in stores selling bouquets, blouses and other inexpensive goods. Remember that you need to impress a person very much so that he voluntarily wrote a big positive review. Alas, people are more inclined to share negativity than positivity!
4. Cliche phrases like “Now only here!”
As Stanislavsky himself would say – “I don’t believe it!”, and rightly so, because almost every day another platform for selling something opens on the Internet and writing that now you will only apply here is at least naive and implausible. And of course, do not forget about the phrases “optimal prices for goods and services”, “price / quality ratio” and “fast and high quality”, which are already forever ingrained in the custom reviews of copywriters and most of all confuse when buying!
5. Superlative degree or literariness
literariness
It’s sad, but a fact – an enthusiastic review most often becomes decisive when a person cannot decide on the choice of a product. But really, what kind of jubilation is it when they write about your chosen vacuum cleaner or flashlight “magnificent”, “amazing”, “I was immensely glad to get it”, “how cool everything was done”, well, or when a whole novel is dedicated to your chosen product with an exciting plot, culmination and just an incredible denouement.
Now many companies are engaged in PR quite legally, but there are quite a lot of scammers in this area.