Whisky & Reviews, What Have They Got In Common?
Well... not a lot
Okay whisky and reviews, what have they got in common?
Absolutely nothing
In fact they’re poles apart…
Let’s look at whisky. So bear with me on this. Whisky, I don’t drink whisky so I might not get this totally correct. But whisky gets better the more maturer it is. The more aged it is. So if you buy an eight year old bottle of whisky you’ll pay such and such a price, if you buy a… say a 40 year old bottle of whisky (if there’s such a thing) you’ll get that at a dearer price because there’s a dearer perceived value, it’s more mature, so it must be smoother, it must be nicer and therefore you’ll pay a lot more for it.
If you’ve got reviews, testimonials in your business that are years old it is a known fact they are less relevant to what your consumer is looking for.
So whisky gets better with age whereas reviews are the other way round.
Consumers won’t treat them in the same regard as a review that’s a month old, three months old.
So have a look inside your business and if you’ve got reviews that are years old literally, four years old, three years old then there is no perceived value to them really. It gets lower and lower and lower.
So have a look, do some searches on yourself, have a look at your testimonial page.
You know if the last testimonial on there is dated 2012 then there’s an issue.
You need to correct it because there is no value to that feedback really in monetary terms because if they’re looking around they will go and look at a competitor and if a competitor has got a fresh, constant stream of feedback coming on to their website or on Google, Facebook or other review sites then there is a very good chance they will get the phone call rather than you. And obviously you don’t want that. So check them out.
So, whisky and reviews, nothing in common at all apart from the fact that whisky matures very nicely, reviews don’t mature at all with age.
"The water was not fit to drink. To make it palatable, we had to add whisky. By diligent effort, I learned to like it."
Winston Churchill
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Author: Andrew Hurrell
