Creating a Review Wall That Converts

And One People Actually Read

I’m going through a reading phase in my life – one or two books on marketing and sales each week. I don’t have a fixed reading list; I just pick the next title as soon as I finish the previous one.

Yesterday, after finishing “Demand-Side Sales 101”, it was time to decide what to read next. I didn’t go far this time – I checked the reading list shared by Bob Moesta at the end of his book. As usual, I opened Amazon and started reading the reviews. But this time, I noticed something I had never realized before: while the books I was checking were overwhelmingly rated with five stars, I didn’t read the five-star reviews at all – completely subconsciously.

Let’s see why. Whenever we’re deciding on a new product, we look for clues that help us make a decision. Product descriptions already highlight all the benefits, so at that point, I’m not looking for more positives. I want to know what I’d be paying for – not just in money, but in tradeoffs. What will I lose, give up, or compromise on by choosing this product? I need to see both pros and cons. If I can’t find the cons, I struggle to decide – it feels like something is missing, and I’ll keep looking.

Most landing pages show only five-star reviews, and that misses an important point.