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Everyone's a Critic: Winning Customers in a Review-Driven World Hardcover – October 16, 2014

4.8 out of 5 stars 20 customer reviews

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Editorial Reviews

Review

“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.”
Publishers Weekly
 
“Worth a read—and a reread.”
Booklist

"This well-­researched and very timely book should be of interest to consumers, students of business, business owners, and all others affected by such evaluations. Highly recommended."
Library Journal

“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!”
Kenneth Cukier, coauthor of Big Data

“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.”
Bo Burlingham, author of Small Giants

“A great guidebook to the most influential and most misunderstood online marketing channel.”
Martin Lindstrom, author of Buyology and Brandwashed

"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!”
Dave Kerpen, author of Likeable Social Media

“The 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.”
Danny Sullivan, founding editor, Marketing Land

About the Author

Bill Tancer is the New York Times bestselling author of Click and 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 behaviour. He previously wrote a weekly column for Time entitled "The Science of Search."
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Product Details

  • Hardcover: 256 pages
  • Publisher: Portfolio (October 16, 2014)
  • Language: English
  • ISBN-10: 1591846382
  • ISBN-13: 978-1591846383
  • Product Dimensions: 6.1 x 0.9 x 9.4 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (20 customer reviews)
  • Amazon Best Sellers Rank: #523,189 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover
Bill Tancer stresses the importance of quality products and services. As he accurately writes, your business has to earn five star reviews. To do that, adopt a no-excuses mentality. Make sure you have differentiators. What are the little extras you give back that your competition ignores? Tancer provides helpful anecdotes like the locksmith who fixes the lock and also oils the door hinges. He also supplies knowledge and know-how: what to do and how to do it. Use reviews to learn what people like and don’t like about your products and services. This pivotal book has earned my five stars.
Richard J. Noyes, former associate director, Center for Advanced Engineering Study, Massachusetts of Technology
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Format: Hardcover
Interesting and helpful book about the influence of customer reviews and how you can leverage these to your advantage. The data about reviews was helpful - for instance the fact that negative reviews can be helpful as well and that the number of reviews matters. The many stories from businesses that successfully used reviews to increase sales were inspiring. I would have liked to see some more negative stories personally, the possible effects of responding the wrong way to negative reviews for instance. But all in all it's a solid and practical read I recommend to anyone whose product or work is being reviewed publicly.
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Format: Kindle Edition Verified Purchase
As this book illustrates, pretty much everything is reviewable these days (including this book) and that's never going to change. Whether you're a mom & pop shop or work for a massive corporation, everyone's opinions of your offerings are available to the public. While many would rather just put their heads in the sand and pretend the reviews don't exist, this book provides context and practical guidance to help businesses embrace and capitalize on the intelligence these reviews can offer. Disclosure: I do know the author. But I do recommend the book and will be buying a few as gifts for friends who could benefit from the advice.
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Format: Kindle Edition Verified Purchase
I recommend this book for business owners and to those who don't believe in reviews. My relatives owned a restaurant business, groupan was the worst experience for them. The equality and the type of people attracted that recommendation side was very bad. Nninoss.com
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Format: Hardcover
Agree with much of the above comments. The book reads like a warm hug for the young or old business owner that's freaking out about the monster that is online reviewing. I've always wondered what kind of a person rights review because I typically don't. Yet this book actually inspired me to participate. Weird. Anyway, its a quick read that packs alot of data-punch. I guess I'm just a nerd for that stuff. It's a good book, and certainly relevant if you are your own boss.
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Format: Hardcover
What makes this book special? It sheds light in a very entertaining yet data-driven way on something that affects our decisions nearly daily - online reviews. How many of you don't consult online reviews at all, or don't own a business? Okay, you don't need this book. The 80+% of you, go buy it. It's light reading, the flow is great, and I guarantee will teach you things you didn't know about writing and using reviews.

Now, I'll separate my review of the book about reviews (hehe) into two: for the business owners and for the casual readers.

For the business owners: this book is a MUST! You can read through it in a few hours, and it details exactly why you should be paying attention to reviews, what psychology comes into play here, how feelings might be different than what you should do. And in some chapters, actual cookbooks of what you SHOULD do to make reviews work for you. Look at the TOC, chapters why "Why reviews, even bad ones, are good for you" and the "Dealing with reviews" chapters should prove invaluable. It also sheds light on who reviews and why - very important since you can't ignore the powerful influence reviews have on spending decisions.

Now I'm not a business owner, but online reviews do interest me. Despite being fairly familiar with the topic, this book has enlightened me in an engaging way about the psychology, motivation, and affects of reviews. As a user I especially enjoyed the first two chapters (LOVED the opening intro! Kudos on creativity) and the last one about the future of online reviews. The business-specific chapters actually added to my future consideration when I review a business - what do I want to convey to them as well as to other consumers?

I also agree with Irene, the section about future of reviews left me thinking and wanting more - so if there's a sequel, please pre-order one for me :)
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Format: Hardcover
It's a little awkward for me to review this book. I was actually interviewed for inclusion in this book by the author and when asked to review the book, I completely forgot about the interview due to the period of time that had elapsed. All of a sudden I see my name in print and was momentarily stunned. I only mention this because I want to make clear that my review of this book is no way being influenced by the fact that I am included in the book.

The Author has written a well-researched and annotated book that can be of great benefit to any business interested in better understanding the effect that online reviews can have on their business.

It is extremely helpful for a business to understand that a negative review may not impact them adversely at all and may actually be turned around to provide a great boost in elevating the awareness of the business. Several great examples are cited in the book of how some businesses have thrived on their "bad" reviews.

Some excellent advice is given on whether a business should respond to reviews, whether they be positive or negative. These tips are essential if a business want's to avoid appearing confrontational if responding to negative reviews or overly effusive to a positive review.

The question of whether a business should solicit their customers to write a review is also addressed.

The book contains a wealth of anecdotes, personal observations by the author and interviews with a variety of reviewers ( including me) and business owners. There is even information that suggests how you can help determine whether a review is fake or not.

It's a great read that provides well-rounded converage of online reviewing and will benefit business as well as people who write reviews.
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