Do You Want My Opinion Or My Life Story?

There is no doubt that online opinions and ratings are powerful tools in helping consumers make a buying decision.  But if you want customer opinions make it easy on the customer.

During the past month I have made two purchases online, a microwave oven and a headlamp restoration kit (great for UV damaged headlights).  In both instances I received an email asking if I would rate the product.  In both cases I clicked on the link.  In both cases I closed the window without completing the review or rating.  Why?  They wanted more than I wanted to share.  Too many required fields and required contact information turned me off the process.  I didn’t want to have to come up with a title and besides what can you say about a headlight polishing kit?  I would have gladly given a high star rating but they wanted more than I wanted to share.

Now to be fair in both instances I purchased the product after thorough (excessive?) review of reviews.  And in both cases I changed my original purchase decision based on the online reviews.

Appreciate customers who have the patience to write reviews but if you want more feedback don’t exclude the people who prefer to quietly give you 5 stars.

About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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