Seventy to eighty percent of your customers trust other consumers’ opinions online and, in order to tap into this marketing opportunity, you need to find ways to use both positive and negative reviews to your competitive advantage. In this book, Bill Tancer draws on case studies, field research, and never-before published data to create the definitive guide for the business owner. He offers valuable insight for anyone seeking to make the most of their online consumer reviews, including the little touches that have an outsized impact on positive reviews, how to deal with bad reviews, and how to spot reviewers who are trying to take advantage of you.

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