The Power of Few – Review or Influencer

Malcolm Gladwell’s bible to marketers, The Tipping Point, has been held close to marketer’s hearts since 2000.  In 2000 Gladwell offered remarkable insight into the “the power of few’ and how they influence the masses.

In recent years the term “influencer” is being used over and over again.  So, what does it really mean today?

As a recent guest on TheBeanCast, May 30, 2016, we discussed  the power of few and how it applies to 2016’s digital landscape.   Although, I didn’t really say what I was thinking…because I didn’t realize what it was until now – I offer it here.

As a direct response marketer we have always relied on testimonials to influence a purchase.  Without real, believable, and vetted testimonials a product didn’t have much of a chance.  Since 1990 testimonials have long been the influencing factor of direct response marketing.  Why was Gladwell’s “power of few” such a revelation in 2000?  And how much do Influencers today  affect sales of a product, service, or brand.

As an entrepreneur, a marketer, and the Owner and Manager of a consumer goods company, easyGopro – ergomonic toilet stool,  I find the following to be true.

Launched with a very limited budget and resources in November of 2014 on Amazon.com, to-date we have sold over 40,000 units, yet  have 432 reviews, just over 1%, based on most data, this is typical across Amazon.  You may wonder why that’s so when anyone can leave a review and Amazon encourages it.

 Quality vs. Quantity.

In order to increase the quantity I would need to dedicate resources to send an email, one by one, to each Amazon customer making sure to follow the very strict rules.  Since Amazon is our main revenue generator there is nothing I want more than to NOT SCREW UP A GOOD THING.  As a direct to consumer marketer I know that just one too many touch points with the customer can cause back lash – such as –  “I loved my easyGopro until I was bugged by the Seller to leave a review so here it is.. your product sucks.”  Yes, this review would live forever on Amazon.   It’s human nature – happy customers are not the squeaky wheels.

As an Amazon Seller, we are often bombarded by emails from companies such as   “I love to Review.com”.  This service encourages a Seller to give free product for a guaranteed review.  Okay, so what’s wrong with that picture?  In easyGopro’s case that would cost no less than $18.00+ each review.

Why would I pay $18.00 for a review?  Some please explain that to me.

Plus, there is nothing worse than reading contrived reviews.  Take it from me, the longer the review the more likely it was paid.  If you see a photo attached – beware – attaching photos is a fav of “paid reviewers”.

What if you, as a consumer, found out that 50% of the reviews were given FREE product?  Paid reviews are supposed to “disclose” perhaps the reason for long reviews – no one gets to the end to see the disclosure.   I digress, doesn’t that taint the influence reviews have on your purchase or how you feel about that brand?

That’s why I believe in quality over quantity – or the power of few.  Make no mistake – reviews are Influencers and are powerful.   The 432 reviews easyGopro has may not be many against our sales and  our competition’s 3,000 reviews, but ours are guaranteed REAL. REAL PAYING customers who have posted because they desire to influence others without an agenda.

Next time you see thousands of reviews on a product, or you are influenced by reviews, remember  there are aggregate companies such as Bazaarvoice.com  that gather  reviews across the web and show up as one total on retailer’s sites across the web.  This is misleading at best as Walgreen’s customers may have only bought 5 and commented on none, but you are seeing 1,200 positive reviews (aggregated).   Amazon does not allow this, but it does allow  Ilovetoreview.com through its sacred walls.

Next time you are being influenced to buy  a product or service, ask yourself by whom.

 

When you get stretched so thin you forget you have a blog site.

So I get an email today from WordPress.  “We are just reminding you that we will be charging your credit card $99.00 for your site “C Spot Talk”.  What?  I have a site called C Spot Talk.  Wait it even has content from my past shows on LA Talk Radio that I completely forgot I ever did.  It’s actually pretty cool.  2014 was only 2 years ago, but let’s face it a whole lot of stuff has happening in all of our lives over the course of 2 years.

Actually I have been at a new network, UBNRadio.com, for the past 2 years.  Okay, I’ll cut to the chase.  I now have a successful toilet stool company called easyGopro – Go time just got easier, (easygopro.com) which is actually the #2 toilet stool in the USA.  That’s a long story and one, since I am back, that I will be talking about from not only a creative marketing perspective but also from a personal perspective as an entrepreneur using growth hacking tactics to grow a CPG brand and new category.  It’s a really interesting story.

I am going to make the best effort possible to post each week, if not more.  I want to share  wisdom from so many different angles, discoveries and findings across all spectrums, personal opinions about just about anything, and  stuff that probably no one cares about but me, but so what…it’s my blog – right?   Meanwhile – you catch up with my life for the past 2 years at UBNRadio.com “C Spot Talk Marketing Unfiltered with Wendi Cooper and John Hamilton” – which is live Tuesday nights at 8PM pst.  Or just find us and download us & listen to us while you drive, walk, run, spin, drink, have sex, or on your ass on the beach, on iTunes Podcasts –  just search the directly for the same – C  Spot Talk and subscribe.  Of course go to http://www.Youtube – it’s all there!

Bottom line is – I’m glad to be back and this will be great fodder for my attempt at a couple of Memoirs I’m dying to write.  A new website is in the works – yup got that going on too… C Spot Run Productions will soon be C Spot Run Creative  www.cspotrun.com.  Can’t wait to update that site.

After 2.5 years of spending my time launching a toilet stool company and learning way more than I knew before – I am back to the place that I love…talking to you!  BTW – no time to re-read so accept the organicness and errors…(Just made that up.)

Two Queens – Infomercial that is..!

After 15 years of friendship who would have thought the two “Infomercial Queens” with the same name, spelled exactly the same, would be on a radio show that reaches around the world?   Wendi Rogers has done it all and she is on the phone today for 50 minutes!  Wendi and I go way back that’s for sure.  But, we also share very similar life’s experiences.  In fact, we were both broke – both emotionally and financially – back in 1998 when we first met.  It’s often said that the infomercial business is tainted, I argue that it went through growing pains, but Wendi sees it differently.  Take a trip back in time to the “Wild West ” days of the infomercials when MER’s where through the roof, greed was not necessarily “good” and lives were changed forever.  Wendi Rogers Geisenger is married to Adam {Jay} Geisenger who was on C Spot Talk back in 2012 and together created some really fun and profitable campaigns.  Google Doc Bottom’s A Spray and the infamous “Pocket Chair.”  
 
Listen, download and subscribe as a podcast on iTunes:  https://itunes.apple.com/us/podcast/two-queens-infomercial-that/id513363396?i=252148122&mt=2

“Licking Puddles…”

Alicia Coppola is an actress, author, wife, and mother of three gorgeous little girls.  She is unstoppable, a very funny lady, and passionate about stuff that makes her a ton of fun to have on The C Spot!  I don’t know how to explain this episode other than to hashtag the crap out of what we talked about! So here goes…   #1913NewYorktenements  # strep #mono #Lysol #selfpublishing #returningtochildhood #babysisters #ParenthoodToday #eatingsugar #shovingkids  #NewMoons #Amazon #Pinterest #Oprah #Gratitude #Broccoli #God #Peter #Japenese #Chinese #singingintheshower #conniebritton #screenplay #pregnantbellies #vomit #lefthandedmascara #lemonvodka and a lot more – no kidding!  You can find Alicia’s take on parenting at www.parenthoodtoday.tv and you can download her beautiful book, “Gracefully Gone” on Amazon.  What are Alicia’s life desires?  Listen and learn!  PS.  We really did talk about all this!  Thank for listening and sharing!  

Listen, download and subscribe as a podcast on iTunes:  https://itunes.apple.com/us/podcast/the-c-spot-with-wendi-cooper/id513363396?mt=2

You Smell so Good…for a Girl!

If that show title doesn’t get you to download this episode, nothing will!  Today Peter and I celebrate The C Spot’s first 3 Peat!   Talent agent Blair Taylor of Commercial Talent Agency is in-studio for the 3rd in 2 years.  Why so many guest appearances?  Well, besides being the funniest and most entertaining person I know, Blair is the “Huber” TV Host agent.  Imagine this…he has placed and negotiated deals over  900 infomercials.  But it’s not just about infomercials, Blair placed Bick in the hilarious AT&T “It’s not complicated” commercials – which lead to SNL.  Isaiah Mustafa AKA the Old Spice guy which lead to, hmmm not sure what.  This episode, as well as last week’s with Darla Haun (just seen on Jay Leno (represented by Blair), will give you a completely new POV and  R.E.S.P.E.C.T., for the special talent it takes to sell on TV.  Blair@commercialtalentagency.comBTW Super hilarious show!  

Subscribe to my podcast or just listen to the show here: https://itunes.apple.com/us/podcast/january-23-2014/id513363396?i=241374772&mt=2

Get ready to enter the No Fly Zone!

Daynin Dashefsky, President and founder of The Inventors World Network, Inc., is an accomplished inventor, entrepreneur and one of the most amazing ladies on this planet!  Daynin is packed full of energy, wisdom and experience.  It’s been about 10 years since I first met Daynin as a new inventor with her No Fly Zone at a showcase in Las Vegas.  After mentoring her in 1999 for a short time, Daynin went on to become a successful entrepreneur and inventor advocate.    If you are an inventor or an entrepreneur with a product – like I always say, this is the show you need to listen to!   You can get Daynin’s Inventors World Network DVD series for only $99.00 (usually $399.00) when you mention The C Spot! Just contact her at Daynin@Daynin.com

Listen/download the show here:  https://itunes.apple.com/us/podcast/get-ready-to-enter-no-fly/id513363396?i=221130580&mt=2

ButtTalks with Dr. LaGrasso

From my Thursday, November 19, 2013 show – Dr. Jeffery La Grasso is a world renown plastic surgeon who is Board Certified by the American Board of Plastic Surgery.  He was selected to complete a prestigious Craniofacial and Pediatric Plastic Surgery Fellowship at Children’s Hospital in Los Angeles, a rare honor.  What has plastic surgery got do to with marketing?  Good question.  As it turns out Dr. La Grasso not only shares tips on how to find the right plastic surgeon, but also what makes a great Brazilian Butt Lift, the hottest thing in plastic surgery today,  and the truth behind TV commercials that claim to give you an “instant face lift”, special dollar deals for plastic surgery; and why marketing should be part of medical school!  I really enjoyed this very enlightening interview…and I know you will too!  Www.brushwoodmediagroup.com

Listen/download the show here: https://itunes.apple.com/us/podcast/butttalks-with-dr.-lagrasso/id513363396?i=192723722&mt=2