by Bill Tancer
First published 2014
Online reviews control more than 70% of purchasing decisions today. A single angry Yelp reviewer wields more influence than traditional media outlets. This reality frightens most business owners, but some have discovered how to turn customer feedback into profit. Bill Tancer investigates these success stories through data analysis and field research. He examines why a Los Angeles barber chose to promote his worst reviews as advertising. He explores how an underdog London hotel climbed to the top of local rankings. Tancer reveals the mechanics behind review platforms like Yelp and TripAdvisor. His research shows how these systems reshape consumer behavior and business strategy. The book provides practical methods for entrepreneurs to harness online reviews for growth rather than fear them.
Genres: business, contemporary, non-fiction, social-media
Vibes: intimate, suspenseful, thought-provoking
Tropes: practical-advice, underdog
Setting: Los Angeles, London
Period: 21st-century
256 pages · Hardcover · Portfolio