This is bound to (hopefully) get me in some trouble.
Even with people I highly respect.
But, not long ago, I had a discussion on someone’s podcast about this idea of haunting Amazon reviews as a way to do market research. After all, reviews are where people often voice their frustrations with a product (and sometimes even other products, too). Which means you can see peoples’ recently complaints, frustrations, and points of view in virtually any market you want.
All of which makes a lot of sense on the surface.
And, I won’t say there is zero value in doing so.
But, when you dig a little deeper, you will realize they ain’t all they’re cracked up to be, and there are many far better places to do research.
Here’s what I mean:
I can sum up the problem with Amazon reviews as market research in one word.
A word that also, incidentally, applies to YouTube comments, too.
And that word is…
Trolls.
I have many books on Amazon. And, the vast majority of negative reviews are simply trolls or people who are not good buyers to begin with. They don’t represent anyone’s legitimate marketing, with legitimate concerns, frustrations, or points of view. They are simply bored, have an axe to grind, or are maybe too foolish to form a coherent thought.
Example:
I have a book for brand new people on there.
This fact is literally in the title.
And the description readily and clearly admits there isn’t anything new in it, or whatever.
One of the negative reviews?
“There isn’t anything new here.”
Does that sound like a legitimate review from an intelligent person you’d want to sell to?
Of course not.
Most negative reviews — and maybe this is just in my case, but I doubt it, since I have seen it in many other authors’ cases — are simply bored trolls voicing their opinions, and not people in a market giving useful feedback you can actually use in market research. That’s not to say these trolls aren’t useful for other things. They are. And, in fact, next month I’ll be talking about how to profit from them.
But for now?
If you’re using Amazon reviews as your research, by all means continue doing so.
It’s not completely worthless.
But, there are far better places to do it.
And, especially, the way I mention in the bonus “Ravings of an Aman” insert that goes with the upcoming February “Email Players” newsletter. A place that will give you far better market intel (and without you paying for it) than Amazon reviews ever will. A place I use whenever I want to do market research — and want quick email ideas. A place that has, frankly, been extremely profitable for me.
Anyway, details on page 2 of the insert.
The main issue is all about building a responsive email list.
And, market intel info can make applying the list-building info even more profitable.
The deadline to get this issue is Thursday, January 31st.
Also:
I don’t cater to procrastinators and am an unrepentant tyrant about deadlines. I bring this up because, I won’t be letting anyone in after the deadline for any reason. And, this issue will become part of a high ticket product about list building eventually, which will cost far more.
Here’s the link:
Ben Settle
