How To Burn Bridges and Ruin Reputations, Blogging Style
A little over a year ago, I pitched Babble.com to review some children’s shoes. I sent a friendly introductory email with a link to the company’s website, some background information and a couple of jpeg images. I mentioned that if they were interested in reviewing the product, I would be happy to send a sample for them to try out first hand. I heard nothing. After a few days, I followed up with another email and again, got no response. No problem, I figured that they just weren’t interested. So I moved on.
A couple of weeks later, I noticed hits on the company website coming from Babble. “Hmm”, I thought, “that’s strange.” So I went to the blog and found a very snarky “review” stating that the shoes were scary and would frighten children. It also included a mocking rewrite of some of the copy from the company website suited to what the blogger’s opinion of the brand was. Now, I have no problem with people expressing an opinion, be it negative or positive, but what got me riled was that these statements were made without ever having the product in person to show to a child and actually see what the response of a child would be. As it turned out, the negativity backfired when fans of the brand went to the blog post and countered the unfounded negative comments with real life positive comments saying that, actually, their kids just love the shoes so much that the kids don’t want to take them off. I have to say that I did feel vindicated.
Fast-forward to a year later, the brand has grown in popularity and people are talking about it all over the Internet. Guess who I hear from? Another writer from Babble replying to my year-old original pitch asking me to send her a pair of the shoes because “we” (meaning the blog) just love them and would be happy to have the opportunity to review them. She was apparently completely unaware of the previous post from a year earlier. Oops, I responded, your blog already did a review without having a pair of the shoes in hand and I attached a link to the post. Although this was a prominent blog that everyone apparently wants to have placement on, I told the blogger, no thank you, I’ll pass.
Two lessons to be learned here:
1. If you are blogger and you are going to review a product, then it’s usually customary to actually have the product to try it, use it, and see what the response is. Write the truth, negative or positive, but don’t just make it up. It’s like a movie critic reviewing a film without ever seeing it or a food critic commenting on food without tasting it.
2. If you write for a blog that features multiple writers, then do a search on your blog first before pitching. Find out if the blog has already written about the brand you want to pitch. Know what has or hasn’t been said. It’s like being a journalist; you know, check the facts and do a little research first!
Leighann of Multi-Minding Mom
wrote on August 4, 2009 at 10:35 am
We have reviewed Polliwalks several times on The Full Mommy (http://www.thefullmommy.com) as new styles have been released. We love them. And I remember that snarky review.
I was so pleased to see a kid wearing Polliwalks at the pool yesterday as we arrived for swim lessons. We get asked about ours all the time.
You hit upon something very critical: that reviewers need to actually see, touch, feel, use product to really review it.
I get several pitches a day asking if I would like “high res images” of products. Sorry, but images don’t really help me review a product. Anyone can see images on Amazon!
And if it’s a product I am interested in and ask for a sample, many a PR rep states that they don’t have review samples. But could I post about the product anyway.
Um, no.
I don’t put much credence in reviews where the person has not used a product.
In my reviews, I like to highlight the great features of a product. But I also think it’s important to state where I think a product could be improved or what didn’t work for us.
Valuable reviews aren’t all sunshine and roses. If a reader wanted only positive spin, then they should skip reviews and go straight to the product website.
I may be in the minority there, but I hope that people give their honest opinions based on their own experience with a particular product. Otherwise, what’s the point.
(That being said, I usually try to review products that I think our family will like based on our interests and values.)
Cheryl Andonian aka Momblebee
wrote on August 4, 2009 at 11:37 am
Thanks for stopping by Leighann. Completely agree with you. It wasn’t so much the negative spin on the review that bothered me, it was that it was presented as a review when the blogger never even saw the product. Making comments about how a child would respond without showing it to a child…that’s what felt so wrong.
Tonya Crain
wrote on August 4, 2009 at 3:30 pm
I agree with Leighann, although I have never had the chance to review Polliwalks I have seen them around town and I think they are adorable. I know this summer alone I saw a few kids with fish lips on around the pool. Good for you for standing your ground and not allowing the site to review.
I never understand how you can be expected to review a item that you have never actually had the chance to experience!
melinda babiak
wrote on August 4, 2009 at 3:36 pm
My daughter loved her Firefly Polliwalks so much she burned out the butt bulbs in 1 month. I would never post a negative review unless it had to do with poor quality, horrible customer service or it was a danger to another family. I sometimes add ‘it would be great if’ but my opinion n something is just that my opinion. If I received a shirt and didn’t like the color I would be inclined to tell my readers that. If it has nothing to do with the function or overall outcome then that doesn’t need to be expressed in my review. On the other hand I have no problem doing promotions for companies where their isn’t a review item. If I believe in their mission or like the charity work they are doing for children then I more than happy to get the word out. Its not all about reviews and giveaways with us though. As always great job Cheryl!
Susan
wrote on August 4, 2009 at 3:36 pm
Great post…. I totally agree with you, I never do a review for a product if I do not have samples. I have posted press if it is company I have worked with before, but if they want something with my opinion I must have a product.
Felicia
wrote on August 4, 2009 at 6:18 pm
Cheryl
I honestly am astounded by this!
We get compliments EVERY SINGLE DAY on his Polliwalks! Sometimes more than once a day. There was one point in time when he wouldn’t wear anything else! Wow!!
CPA Mom
wrote on August 4, 2009 at 6:26 pm
I bought Polliwalks for my two kiddos after reading a review on another website and we love them. We get compliments all the time too.
I get asked all the time to review or post about things I’ve never even seen. Um no. I have to touch and test out the product. How else can I tell you what I think without lying?
Duh.
(I don’t read Babble because of all the snarkiness anyway)
Cheryl Andonian aka Momblebee
wrote on August 4, 2009 at 6:41 pm
Thanks to all of you for your comments. I know there are a lot of people that do really like the brand, and I know I have seen numerous kids first hand completely enjoying the shoes. I also know that there will be some out there that don’t like them. People have different tastes and that’s a-ok, no problem. That’s not what bothered me about the ordeal. It was the combination of lack of communication, a review with no basis, and then the follow up a YEAR later from an enthusiastic reviewer who didn’t do her homework.
KellieS
wrote on August 5, 2009 at 10:40 am
I just recently came across a blog that slammed a beauty product that obviously they had not tried. I’m glad I’m smart enough to know the difference. Why would you even want to review a product without trying it? For the sake of having a post is not a good enough reason. Thanks for your insights.
Boston Mamas
wrote on August 6, 2009 at 5:57 am
Good for you for standing up despite it being Babble. And your analogy of “reviews” where the product hasn’t even been tested being similar to a movie reviewer discussing a movie without ever having seen it is spot on. Nothing irks me more than those sorts of “reviews” (yes, the quotes are necessary) as well as copy and paste press releases about products. And yes, the writer should have checked the archives first.
-Christine
p.s. I hadn’t heard about this flap but see from the comments that it was Polliwalks. I’m surprised Babble didn’t dig them the first time around. My daughter loved hers (sadly, she’s outgrown them) and I featured them on Boston Mamas and my readers were similarly berserk over them!
Dawn
wrote on August 6, 2009 at 6:03 am
I am so tired of snark for snark’s sake and that review reeks of it.
Cheryl Andonian aka Momblebee
wrote on August 6, 2009 at 6:35 am
Hi Christine -
Regarding the cut and paste style of blog reviews, please see my previous post http://tinyurl.com/lsqcyl “What Brands Really Want From Product Reviewers” for my commentary on that very subject. Thanks for stopping by!
- Cheryl
Jennifer
wrote on August 7, 2009 at 6:09 am
I completely agree. I cannot say how many times a company wants to send the “hi res” images. You cannot write an honest review without touching/trying out the product. Otherwise, you’re basically rewriting the press release, and that makes you lose credibility with your readers.
Jennifer