Consumers have become numb to advertising. There are so many ads being spammed into peoples lives every single day that people have established “banner blindness”, which is a term coined to describe how people’s brains simply automatically ignore anything that looks like an ad. This is a good thing for our own sanity, but also becomes an obstacle for businesses who are trying to raise awareness and get results out of their marketing campaigns.
The other problem with advertising is that people no longer trust brands to follow through on their promises. Companies love to brag about amazing things they can do with their product or service. They’ll make huge claims about what they can do, promise unrealistic results, only to under deliver and leave the purchasers feeling disappointed and lied to. Trust has been broken between advertisers and customers.
A solution has been transforming with the digital age and its surfacing in the form of online reviews. Customers love to read reviews, and it makes sense why. They may not be able to believe the ads they see or hear, but why would another consumer go out of their way to lie about the quality of a product or service they received? They can trust the voice of another customer, because that other customer has no benefit for misleading others about their experience. If you think about the majority of the major purchases in your life, it’s pretty likely that it falls into one of these buckets:
- You’ve used this product (or something similar) before yourself, so you know what to expect.
- You have a friend or relative that has used it and recommended it.
- You read an online review about the product.
Customers trust other customers. So, your business needs reviews. To do that, you need to ask for them. Most of the time, people don’t go out of their way to try and leave a review unless you go out of your way to ask for one. We pulled together a quick hit list of easy to implement strategies on how to get more reviews.