More threads by Garrett Sussman

Mar 15, 2016
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5 Types of Phrases in Online Reviews that Create Customer Distrust


Remember Amy and Samy Bouzaglo?

They?re the couple behind the infamous Amy?s Baking Company. They made headlines in 2013 after they appeared on Gordon Ramsay?s Kitchen Nightmares.

It didn?t go well.

Caution: The video below contains some NSFW language.


They threatened to stab customers. Stole tips from their servers. Repackaged other people?s products and sold them as their own. Things went so badly that for the first time ever, Ramsay broke off his agreement to help and he walked away.

It got worse.


After the episode aired, the backlash was swift and severe. People began criticizing their company on Google, Facebook, Reddit, and Yelp. They left strong minded reviews on their listings.


These restaurateurs decided to ?fight back.? They threatened reviewers, lied to their customers and mocked naysayers. With behavior like theirs, it?s no surprise their business closed in 2015.

Their Behavior Created Outrage and Distrust

When we look at their behavior, it?s easy to become judgmental. Millions of people made judgments of their own because let?s face it, the Bouzaglo?s behavior was extreme and offensive.


Sift through the angry criticism and we see that customers used lots of phrases to describe their experience.

  • Waste of money
  • Atmosphere was tense
  • Downright gross
  • We won?t be back



The phrases most customers used showed they weren?t happy at all. Most customers felt their experience was as bad as they expected it to be. What?s worse, their reviews showed it too.

With their phrasing.


Customer Phrasing Creates Distrust

It?s the same for you. You already know your customers use phrases to describe their experience. What you may not know is this:

Some of these phrases are revenue killers.

Reviews, testimonials, feedback ? these are all forms of social proof. A way for customers to buy with confidence. Because social proof has one job to do.

To defuse objections.

When your reviews are loaded down with the wrong words and phrases, the opposite happens. Your content begins to create new objections. That?s right, the wrong phrase increases customer resistance, limiting your ability to make the sale. Social proof does more harm than good at that point.

When this gets out of hand customers assume the worst and believe these negative reviews. They disappear quietly, never to return.

But which phrases create distrust and why? How on earth are you supposed to control what random customers choose to write in their reviews? Can you control what random customers choose to write?

Dealing with the consequences of other people?s choices can be incredibly frustrating, especially if the consequences to you are negative.

In the rest of the article, Andrew dives into those phrases that cause distrust, how to find them in your own reviews, and how to address them.

Read the full article here.


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