the episode

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! 

our guest bryan caplan

​Bryan Caplan helps businesses elevate their digital presence. A national speaker for Grow with Google, award-winning CEO of Bryan Caplan Marketing and host of the Bigger Better Biz channel on YouTube, Bryan travels the country, presenting on a wide range of digital marketing topics to help small businesses grow and succeed.

Bryan has provided digital marketing strategy to well over 1,000 businesses since 2010 and is a guest lecturer at Suffolk University School of Business. He is also a contributing columnist to several publications including GoDaddy, WorldPay, BlueHost, Constant Contact, BusinessTown, and the Boston Business Journal.