Sunday’s New York Time’s article about the company that produced fake reviews of books highlighted the importance of 5-star Amazon reviews. If you have a lot of positive ones it attracts people and generates excitement.
I don’t have a problem asking people to read the book and review it, but to hire a company to create fake reviews doesn’t make sense because when the book fails to live up to this false praise, the hype fizzles.
But it’s not surprising that authors and companies fake reviews to hype their crap.
What is surprising is that so many people rely on these reviews.
‘Average Joe’ reviews in conjunction with independent, credible commentary can be effective, but sadly, the general public isn’t that discerning.
Pushing the boundaries of reviews is not new. Look at those full page movie ads that run in daily newspapers. They’ll take a single phrase or word (out of context) to sell the movie. “Exhilarating” could be the only positive word in an otherwise awful review, but it will be in huge type as a headline.
The challenge for the indie release is getting anyone of credibility to pay attention. Given the amount of self-published garbage now being produced, it’s even more difficult. But making up hundreds of fake reviews isn’t the answer.