Online Reviews – Breaking down ‘REVIEWS’ into the sum of its parts

Online Reviews - Breaking ‘REVIEWS’ down into the sum of its parts - Ben M Roberts

Reviews are important. More people and businesses are noticing, and finally starting to do something about it. In this post I do something really clever (well I think so anyway), I attempt to break down ‘REVIEWS’ into the sum of its parts in order to describe and explain their benefits to both businesses and customers alike (I told you it was clever). Each letter in reviews stands for something, each letter adds something to the word, without all of the letters the word wouldn’t be the same.

So, what does ‘REVIEWS’ break down to?

R is for REAL

Reviews are written by real people. They are believable for that very reason. Real people do real business with real companies run by real people. It’s a cycle. Reviews provide real examples, which are relatable to the people reading them. Because these reviews are relatable they actually mean something, and are much more likely to be believed and remembered than any old guff a business can write up.

E is for External

Reviews are outside of businesses control (or at least they should be) this means that the power has shifted from the company to the customer. The customer has a voice, and a powerful one at that. A business should not try and interfere with that voice, because it will only look like manipulation and falsification. It’s not up to the company to get it’s customers to shout about how good the company is, not for the business to blow their own trumpet. Having reviews as an external source is much more trustworthy, which leads nicely onto the next section . . .

V is for Verification 

Customers shouting and talking about the company gives the business credibility. Anyone can say anything online, but not every one can back up their claims. Reviews I believe are the single most effective method of verifying a business claims. Increased credibility means increased trust, which leads to new and increased sales.

I is for Information

Reviews are incredible sources of information for customers and companies alike. For customers, they get know if the company and products/services live up to their descriptions, and whether the company is worthy of their hard earned cash. For businesses, reviews offer information about what their customers care about and how they can improve, which leads almost seamlessly onto the next section . . .

E is for Evaluation

Reviews allow a business to identify what it’s doing well, what it’s not doing so well and what it is ok at. Reviews are one of the most unbiased sources of information available to companies, it would be a real error to not utilise them to help evaluate their ongoing business practices. Everything from product lines and sales processes to business structure and after sales service.

W is for Where Next

So, reviews have allowed the business to collect information. This information is evaluated and can the be used to create actionable improvements. This helps move the business forward, allows it to keep progressing and stay ahead of its competitors. Because reviews are constantly being generated and posted it gives companies continual feedback, this allows for improvement paths to be created, this helps drive the company onwards.

S is for SEO

Reviews are not only filled with information and real world examples they are also incredible tools for building search rankings. The benefits can and will be felt not only for businesses but also for individual products. SEO is really important for getting found, and having ratings incorporated and shown in search results just goes to show the importance that search engines are placing on reviews, therefore businesses should embrace them too!


This is what I think ‘REVIEWS’ really mean. I also hope that this breakdown provides some useful information for you guys reading it. If though you do have any other ideas on how to break down ‘REVIEWS’ i’d love to hear them!

Ben M Roberts ♣💻♣
Head of Marketing at Talkative ✔️ Digital Marketing Strategist ✔️ Speaker ✔️ Web Chat & Human Marketing ✔️ Podcaster ✔️
The world of marketing is changing at a ludicrously quick rate. How do you keep up? How do you stay ahead? How do you understand what the latest buzzword or acronym means?

There are so many choices out there for marketers and that can be a pretty overwhelming, that’s what I want to change. I want to help make things that little bit easier to understand, and actually apply to your marketing strategy.

I set up the Marketing Buzzword Project for this reason. The project includes the Marketing Buzzword Podcast, Video Series, Blog and maybe even a book. I also regularly speak at conferences and events around the UK on the topic of Marketing Buzzwords, Human Marketing and Online Reviews. I want to debunk, demystify and bring back some meaning to buzzwords for the everyday marketer.

In addition to the above, I am also the Head of Marketing for Talkative, an innovative Tech start-up that offers web chat, voice calling, video calling and cobrowsing for business websites. This unique software allows customers to call your business through your website without picking up a phone. Genius. In all seriousness though, our software is really cool, doesn’t cost the earth, and can be integrated into an existing system with 3 lines of code. It is that simple.

I’m a huge advocate of human marketing, customer centricity and the power of online reviews to build a genuine rapport with past, present and future customers, who are the lifeblood of any business.

I’m always keen to connect with people and share my experiences with Marketing, Online Reviews & Marketing Buzzwords. Here’s why you should get in touch:

Head of Marketing at Tech Start-up, Talkative
Keynote Speaker at conferences around the UK
Worked in and consulted with businesses from a range of industries
Writing my first Business Book ‘The Marketing Buzzword Book’

If you are interested in connecting with me, you can contact me at or via my websites or