We live in a brave new world when it comes to buying things like fly rods, reels, jackets, waders and boots.
“Brave” because it seems like everyone has the courage to step out and offer an opinion—especially in the digital realm, and even more especially when they can turn a buck by doing so.
It seems like everyone is playing the content and product review games now, from magazines and websites to fly shops (both virtual and brick and mortar)—even individuals who hide behind aliases like “TroutSlayer99.”
On the one hand, that’s great because everyone is entitled to an opinion. But on the other hand, this creates clutter and confusion for a consumer who’s just looking for the straight skinny.
Buyer beware
I don’t know of many products that win “best of” awards these days that don’t advertise in the media that’s handing out the awards. Awards are advertising platforms, plain and simple. (Interestingly, I do remember working on “Best of the Best” fly-fishing product selections for Field & Stream when that wasn’t an issue because none of the fly product companies could afford to advertise in that magazine anyway. Thus, with no skin in the game from anyone at all, we called it like really saw it.)
Some of the most accurate product reviews (in my opinion) now come from fly shops. Then again, most only review products they sell, and some shops (and media) pedal such bull-corn it’s hard to sort fact from fiction. In an era when premium fly rods cost north of a grand, it really is let the buyer beware.
So how do you separate editorial from advertorial? Ask these five simple questions (at least of yourself, if not the source itself):
1. First, did a human being write the review?
You think I’m kidding, but you’d be amazed by the amount of stuff that’s being cranked out via AI (artificial intelligence), even on some websites you’d recognize.
Look for personal touches in the write-up of any product, e.g. where was it fished, by whom and for how long? How did it work compared to other products, especially those from the past. Look for boots-in-water context that AI cannot fake.
2. Look into how the reviewer stands to make money from any transaction that might materialize.
To be clear, this is not a sin; it’s common practice these days.
Are they making money via affiliate links (they get a commission on any transaction that is generated from the review and pointed to the manufacturer)? Are they selling the product at retail themselves? The smart companies are up front about their motives.
3. Has the reviewer ever reviewed products that they do not carry nor stand to profit from?
Smart reviewers will do that to maintain some plausible claim of objectivity.
4. Has the reviewer ever criticized a product it doesn’t really like, but still stand to gain by selling it or referring sales?
Or do they live by the “Thumper” (from the old Disney movie Bambi) rule: “If you can’t say something nice, don’t say anything at all.”
I’ve admittedly embraced that stance in the past, though it is a bit of a copout.
Know that if a much-heralded product is conspicuously absent from a roundup story, that usually wasn’t an oversight. You can assume what you don’t read is sometimes as powerful as what you do.
5. Does the reviewer say glowing things about the same brand or brands repeatedly, or do they tend to spread the love around?
You don’t have to be on the actual payroll to be a virtual spokesperson, which, when all is said and done, is no different than any “influencer” out there.
Again, none of this is considered foul play at all. In fact, it’s the new reality. But digging into these questions will help you decide just how large a grain of salt you take reviews with before opening your wallet.