Why do you trust anonymous reviews more than you trust your ex? - Insurance Finances

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66. That's the number I want you to remember today.

It's a number of hexagons and triangles. It is the name of Mother Road, Famous and Historical Road 66. Sixty-six is ​​the international direct dialing code for Thailand. And, that's how many sausages Joey Chestnut ate 15 minutes into during the Nathan's Sausage Eating Contest in 2007 for the world record. That's a pretty big number.

Recently we have been studying word of mouth to learn more about how it works in 2018. In our report, Chat Problems we already know that word of mouth is not created equal and it is not spread equally .

So is faith. We do not trust people and information sources equally or equally. Data from Chatter Matters gives us a glimpse of some of these unexpected discrepancies.

When it comes to word of mouth, Americans do not trust equal or equal sources of information. #ChatterMatters Click to Tweet

How do we distribute trust?

Each of us is different. How you distribute trust is not how I distribute trust. In general, we now place more credibility on word of mouth information from ours offline circle of family, friends and associates. But our unique circumstances can greatly affect how we trust sources of information. For example, failed relationships can create hurt feelings and bad outcomes. They can also spread word of mouth.

Here's what I mean: 66% of Americans would trust an anonymous online review more than a product or service recommendation from an ex-boyfriend or ex-girlfriend. This fact speaks to the power of recommendations.

In most cases, a reader doesn't know who they're listening to on TripAdvisor, Angie's List, or Rotten Tomatoes. But we all make purchasing decisions based on those recommendations. We have agreed that reviews and recommendations are valuable. We trust our people very much, unless they are our ex… we don't trust them much.

66% of Americans would trust an anonymous online review more than a product or service recommendation from an ex-boyfriend or ex-girlfriend. #ChatterMatters Click To Whisper

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We studied other variables that affect word of mouth and trust.

Your age and gender affect who and how you trust. Here's another example: Until the age of 40, Americans trust people the same age as their parents. When we pass 40 - the age threshold, we start to trust people our own age. This lasts until the age of 60, when we begin to trust the opinions of people our own age.

Until the age of 40, Americans trust people who are the same age as their parents. When we turn 40, we start to trust people our own age. #ChatterMatters Click to Tweet

In addition to the age-based cycle of word-of-mouth trust, there is also a gender-related trust cycle, as well. Women are 24 % less likely to trust people their own age, and men 116 % less likely to trust people the same age as their parents.

Women aged 24 are % less likely to trust people than their age, and men are 116 % less likely to trust people the same age as their parents. #ChatterMatters Click to Tweet

Here's the question: As a business, how do you build trust — your most important business asset — if it's such a difficult asset to build?

You can do that by generating Data from Chatter Matters for We see how difficult it is to win the trust of 100% of the people you will do business with. This is why your talk triggers should be relevant, repeatable, and above all, consistent. It cannot be a gimmick or a surprise and delight tactic. It needs to be something that every one of your customers can experience. Consistency builds trust, and inconsistency has the potential to create disdain among your customers. As Jake Sorofman, vice president of Gartner, noted, “in the game of customer experience… consistency is always fun.”

I couldn't agree more.

Download all Report Chat Problems , the most recent word of mouth research for marketers. My new book, Chat trigger , co-authored with Daniel Lemin, available on Amazon .

Chatter Matters is an exclusive word of mouth report produced by Convince & Convert Consulting and research firm Audience Audit. It examines the word-of-mouth attitudes of 1,001 randomly selected Americans. The margin of error is approximately +/- 3.1%. Chatter Matters is an accompaniment to the new book, Chat Triggers: The Complete Guide to Creating Customers with Word of Mouth . Talk Trigger was co-written by Jay Baer and Daniel Lemin.

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