Vendor
	Mohrbooks Literary Agency Sebastian Ritscher
Original language
English
Categories
Political economy

EVERYONE'S A CRITIC

Bill Tancer

Winning Customers in a Review-Driven World

How businesses can harness the power of online consumer reviews.
Why do customers feel motivated to write reviews on the Internet? Why do companies pay total strangers exorbitant amounts of money to write positive reviews?

More than seventy percent of consumers now consult online reviews before making purchases, and they take those picks and pans very seriously. A disgruntled but ignorant customer on Yelp might have more clout than any expert guidebook, magazine article, or newspaper critic. No wonder many businesses are terrified by the review-driven marketplace.

But some savvy businesses have figured out how to navigate—and even profit from—the new world of ubiquitous customer reviews. Bill Tancer takes readers on a fascinating journey inside that world, revealing how sites like Yelp, TripAdvisor, and many others are changing the way we interact.

Readers learn, for instance, why one Los Angeles barber decided to advertise his one-star Yelp reviews, what’s behind the highest-rated locksmith service in New York City, and how one scrappy hotel figured out how to become the highest-rated in London.

Tancer’s fascinating stories and data-driven research show how online reviews can be a huge help to business owners—once they learn how to leverage them.

Bill Tancer is the New York Times bestselling author of Click and the general manager of global research at Experian Marketing Services. He is a frequent guest on CNBC, Bloomberg, and Fox Business and has been quoted by major publications about online consumer behavior. He previously wrote a weekly column for Time called “The Science of Search.”

Available products
Book Published 2014-10-01 by Portfolio
Book Published 2014-10-01 by Portfolio

Comments

Tancer identifies the attributes—such as transparency and passion—that will win a company more and better reviews. He also advances an array of suggestions for improving and drawing on this treasure trove of data.

A great guidebook to the most influential and most misunderstood online marketing channel.

With Everyone’s a Critic, Bill Tancer has hit the business book superfecta by writing one that is important, timely, useful, and fun to read. Whether you are a business owner, a marketer, or just an ordinary consumer like me, you will love his exploration of the online reviewing phenomenon that has transformed the competitive landscape—and that businesses ignore at their peril.

he old adage of ‘The customer is always right’ is now ‘The customer is always reviewing’—and business owners better be prepared. Fortunately, Bill Tancer has created an essential guide to the new world of online reviews. From dealing with bad reviews, even to the point of embracing them, to natural steps to ensure good reviews flow, this is a five-star must-read.

If you’re in business, it’s indisputable that reviews matter—a lot. Read this book NOW to understand how to tackle reviews—the good, the bad, and the ugly. Then leave your own review!

Worth a read—and a reread.

Chinese Complex to BREIFING PRESS Chinese Simplified to GRAND CHINA PUBLISHING HOUSE

Terrific! Amazing! Fantastic! Reviews are everywhere and their commercial importance is growing. Bill Tancer masterfully unveils what’s behind the ‘critic economy’ so businesses can benefit—and not be bludgeoned—by ubiquitous reviews. Bravo!