Thursday, October 25, 2012

Customers Value Context Before Content

The wheels of online commerce run on positive reviews.

But there’s a shift.

In the past, online reviews were evaluations. How accessible is the place? How long is the wait? How crowded is the bar? How tasty is the food? How speedy is the service? How affordable is the price?

But now, online reviews vouch for credibility. Is the place sketchy? Is the experience worth our time and money? Do people even go there anymore? Are there better dining options available right down the street?

The lesson is, customers value context before content.

Before you start adding bacon to every item on the menu, start by changing the soft tissue about what you make, how you deliver it and where you promote it.