Thursday, April 17, 2014

Yelp Reviewers and Stranger Marketing: via Seth Gogin

Seth Godin, of course, is one of my favorite marketing bloggers.  Today he writes -

You will never, ever run out of strangers.

And so, the goal of perfectly pleasing an infinite number of passersby is a fool's errand. They come with their own worldview, their own issues, their own biases.

Since they don't know you or trust you and don't get you, they're not inclined to give you the benefit of the doubt or invest what it takes to understand you.

Sure, some of them will applaud or smile or buy. And if that's your mission, have fun.

But perfection in stranger-pleasing? Not going to happen, not worth the journey.

For some people, some of the time, the only response is, "it's not for you."

Seth Godin and Yelp Reviewers
Read it here.

My Thoughts on Yelp Reviewers

Yelp is a wonderful thing.  I love Yelp. I hate Yelp. One of the "unintended consequences" of Yelp is that specific micro group of Yelpers who don't use your product or service, or use only the mildest, least expensive, least commited version of it... and rather than become an engaged customer feel that they are entitled to slam your business online. They "move on" to the next business to vent their negative energy at... but you are left with a negative review, often for the most ridiculous of motives.

Yelp has empowered strangers, many of whom fit Seth Godin's pattern above: they can't be pleased, pretty much by anyone.

Now there are many great Yelpers and many great reviews on Yelp but if you don't pro-actively encourage positive reviews, the only reviews you may get are from this type of "stranger" Yelper.  Hard to please. Difficult person. Not a happy camper.