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Writing Reviews - Are they important or a waste of time?


Greetings. Summer is almost upon us. Many throughout the country are starting to get some relief from the winter months. Here in Florida, it is beginning to get hotter. However, it beats shoveling snow. I will be traveling most of this week and next, but my blog post will still go out next Monday evening.

Tonight's topic is interesting, and the data I will share is even more interesting. I have always had mixed feelings about giving reviews. For example, as a writer, book reviews are an excellent tool for prospective readers. However, I realize that they are opinionated. Allow me to explain. A writer can write a mystery book and get 1 star through 5-star reviews. Why is that?

We must understand that everyone has a different opinion, especially in the world of books. There are many types of mystery books, and reviews can vary significantly because different people like various types of mystery books. Therefore, the reason for the varying reviews is that people's tastes are different. The question is, is that fair? Most people do not leave a detailed review. They might not say, "The book was well written, but it wasn't the type of mystery I like." They will leave a poor review with 1 or 2 stars. That does not mean the book is bad or not well written. This applies to almost any review for any book or service.

We are all inundated with emails requesting we take a survey or give something a review. It could be from your doctor, a store where you made a purchase or the service folks who serviced your car. Everyone wants a review because far more people read them than leave one. Think about that for a moment. Think about the many things you researched online and read the reviews versus the many emails you deleted about leaving a review. Believe it or not, only 5% to 10% of people leave reviews, and 89% to 92% read a product review before buying it. (Reference) (Reference)


In today's digital age, where information is readily available at our fingertips, reviews play a crucial role in shaping consumer decisions. Whether it's deciding on a restaurant to dine in, a product to purchase, or a service you need, more and more people are turning to online reviews to guide their choices.

Enhancing Consumer Trust:

One of the primary purposes of reviews is to build trust between consumers and businesses. When potential customers read positive reviews from previous patrons or clients, they are more likely to trust the quality and reliability of the offered product or service. On the contrary, negative reviews can alert consumers to potential issues or red flags, allowing them to make informed decisions. I must note that reviews can be misleading since so few people leave reviews compared to those who read them.

Informing Purchase Decisions:

Reviews serve as a valuable source of information for consumers looking to make a purchase. They provide insights into the performance, usability, and overall quality of a product or service from the perspective of actual users. This firsthand feedback helps potential buyers weigh the pros and cons, compare options, and ultimately make a more educated purchase decision. One tricky part is not knowing if a review is from a valid product user or a marketing technique from services that offer a service of providing reviews for a fee. Some sites will note "Actual user" next to a review. However, do we know that is true?

Improving Business Performance:

For businesses, reviews are not just a tool for attracting customers but also for gathering valuable feedback. By analyzing reviews, companies can identify areas for improvement, address customer concerns, and tailor their products or services to meet customer needs better. Positive reviews can also serve as a form of validation for businesses, reinforcing their strengths and boosting their reputation. That said, let's use a salesperson as an example. A salesperson in a large retail store cares for many customers daily. Often, a salesperson's success relies on the personalities and interaction between the salesperson and the consumer.

If someone does not like the personality of a particular salesperson, they may write them a bad review when, in fact, the salesperson did nothing wrong. This is a personality difference. Some consumers like to be joked with, while others want to get to the point, purchase, and leave. Some people lead busy lives and do not have the time to chat and listen to stories and jokes. A good salesperson must know how to read a consumer to provide them with the best experience.

In addition, some consumers think they know more about the product you are trying to sell them than the salesperson does. Therefore, if the consumer disagrees, in most cases, they will write a bad review. Many years back, when I owned a retail store with three locations for 17 years, I ran into this problem often. I have also seen salespeople make the critical mistake of arguing with a customer to prove they are right about the product they are trying to sell and the customer is wrong. WRONG TACTIC!


Reviews can create a sense of community among consumers with similar interests or experiences. By reading and leaving reviews, individuals can connect with others who have had similar interactions with a particular business or product. This can lead to discussions, recommendations, and a sense of camaraderie among consumers.

Innovation and Excellence:

Reviews can also drive innovation and excellence in the marketplace. Businesses that actively seek and listen to customer feedback are better equipped to adapt to changing consumer preferences, innovate their offerings, and stay ahead of the competition. Businesses can earn more positive reviews and build a loyal customer base by continuously striving to exceed customer expectations.


Yes, reviews can be damaging. Those who read reviews must be able to read between the lines. An educated consumer will read both the positive and negative reviews. By reading both, they can determine the accuracy of a negative review. Let's face it. We have all had experiences with people who are unhappy with something, whether the salesperson was good or bad or the product was good or bad. These are negative people by nature.

Consumers will often threaten to leave a bad review to get something cheaper or get what they want out of the transaction. We live in a competitive business environment. Most stores will do whatever it takes to gain your business, especially in retail. This becomes quite the challenge for small businesses because, in most cases, they do not have the bargaining power that larger retail stores have when purchasing the same product. Therefore, they may not be able to bargain as well as a large chain store. Reviews also tend to hurt a smaller business more than a large chain store.

Reviews sound like a simple concept. However, they can be challenging to navigate due to the varying opinions of those writing them and how they are written. Numerous studies have shown that an individual's personality can significantly affect how they perceive and evaluate products, services, and people. For example, individuals with more extroverted personalities may be more likely to write positive reviews, while those with more introverted personalities may focus more on the product's practicality and functionality. Similarly, individuals who tend to perfectionism may be more critical in their reviews, highlighting even the most minor flaws or imperfections.

Understanding how personality traits influence review writing is crucial because it can significantly impact the credibility and trustworthiness of consumer feedback. Research has shown that reviews written by individuals with certain personality traits, such as openness or agreeableness, are often perceived as more trustworthy and reliable by other consumers. On the other hand, reviews written by individuals with traits like neuroticism or aggressiveness may be viewed with suspicion or skepticism.

In addition to affecting the credibility of reviews, personal traits can also influence how consumers interpret and act upon the feedback they read. For example, individuals who are more extroverted may be more influenced by the emotional tone of reviews. In contrast, individuals who are more conscientious may pay more attention to specific details or features mentioned in the reviews. Understanding how personal traits shape consumer decisions can help businesses tailor their marketing strategies and improve their products or services to better meet the needs and preferences of their target audience.


I bet you thought reviews were simple. They are far from it, and from the business owner's point of view, reviews serve many purposes in today's world, from enhancing consumer trust and informing purchase decisions to driving business performance and fostering engagement. As consumers increasingly rely on reviews to guide their choices, businesses must prioritize the gathering and management of reviews to stay competitive in the marketplace. By understanding the importance and purpose of reviews, consumers and companies can benefit from the valuable insights and feedback that reviews provide.

I am not trying to make you a psychologist. However, I am trying to help you understand some behind-the-scenes things to consider when you write or read a review. Reviews, when written properly, serve an essential purpose—not only for consumers but also for those providing the service or product. The goal is to provide a better experience and knowledge about the services or products you seek and who might be the best source to meet your needs.

We have all heard about the person who goes to a restaurant and orders a medium-rare steak. When the steak arrives, it is cooked too much. However, the patron eats the entire steak except for the last two or three bites, complains that the steak was overcooked, and demands another for free. They go on to leave a bad review without telling the whole story. Don't be that person.

I hope you enjoyed my post. Please subscribe to my blog, YouTube, or Vimeo Channels. Thank you. 

Please feel free to leave comments, or if you have a topic you would like me to discuss, you can email me at Thank you.

Be safe, stay well, and focus on being happy. And remember to always:

Live with an open mind,

Live with an open heart,

Live your best life. 

Best Regards,

Caesar Rondina


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