"Branding" Reviews: A Chat Room Lecture

"Branding" Reviews: A Chat Room Lecture

I was recently approached by a faculty member of Rockin' Review Academy to perform a lecture in a chat room. After my initial disbelief wore off that I would even be asked, I was excited by the idea of conducting an actual, real-time classroom lecture within the WDC community. I wrote my lecture, practiced my "copy-and-paste" timing (because we all know how important delivery is in real time, even if we are not actually speaking), and set a time and date for the lecture with the faculty member.

The evening rolled around, and we had a decent turn out. Not outstanding, but we were in unchartered territory, and I feel that perhaps many invitees did not realize exactly how effective the real-time format could be. The following is a transcript of the lecture with audience participation included.

Date:
Wednesday, February 9th, 2011

Sponsor:
Rockin' Review Academy

Speaker:
PatrickB-new biz with MissBee

Moderator:
Sticktalker

Attendees:
Grin 'n Bear It! Ali ~ novel planning Billmania hunter1965

(Moderator)Sticktalker Students Welcome to our first Rockin Review Academy Guest Lecture. Today we have Patrick who has developed what he calls “Branding” -- a different way of looking at how we do reviews. Before we start, however, I want to remind you. In order to proceed with the lecture and the questions and answers we need to maintain order in the classroom. We originally planned on only letting the students take part in the questions and answers but for tonight we will let the instructors and the administration also ask questions. The program has now started so I’m asking you all to cease the usual chat room “chit chat” and pay attention to what our guest speaker has to say. There will be time to ask questions in the middle of the talk and at the end. If you have a question, sent a “?” to the room when we ask for questions. I will take list those who post a question mark and call on them in turn to ask it in the room. Please, as soon as you have posted the question mark, begin typing out your question so you can post it immediately when it’s your turn. If you are not ready, I’ll go to the next person and come back to you at the end.You will be allowed one follow up question, but again, you will need to post a second question mark to the room so we know you have a follow up. Again, during the Q&A period there will be no chit chat in the room. Do not whisper to the speaker.You can whisper to each other but if you “fall out of whisper mode” you will be warned once not to do that.We need to be respectful to the speaker since he has taken some time to prepare this talk and we all will learn something new. At the end of the program, after the second round of questions is ended (we will try to end close to the end of one hour) and if the speaker wishes, we will open the talk to free questions to any who wish to stay and take part in the un-moderated part. Patrick, go ahead.

PatrickB-new biz with MissBee : Hello everyone! Thank you for attending. I am honored to speak to you today and appreciate Sticktalker 's invitation and the wonderful work being done at the Rockin’ Review Academy. I will begin with a brief introduction about reviewing, give a nod to reputation, and then speak specifically to my idea of ‘branding.’

What are some of the most common reasons we review here at WDC? Well…

1. To improve our own writing, both by reading others’ work as well as by actually writing the review.
2. To offer a kindness to someone in an effort to expose our own writing – I will henceforth call this ‘reciprocation.’
3. To build supportive relationships with those who share our interests.
4. To offer help in an area where a writer may be weak but where we are perhaps strong.
5. To facilitate the creation-feedback cycle that’s the heartbeat of this wonderful site.

The ‘why we review’ is the subject of much discussion. It’s debated in forums, in thousands of emails, and even in the reviews themselves. What I would like to talk most about today is not so much why we review and not really much about what we review. I will leave that to other speakers. What I want to focus on today is ‘how’ we review, which to me, has far-reaching implications in many important areas that some of you may not have considered before.

We have a unique experience here at WDC. Not only are we able to spotlight our writing in our portfolios, but we also do so every time we send or answer an email and especially when we review the work of others.

In fact, I would argue that more people read these two examples of our writing more than our static items.

Today, I will discuss what must be included in a review for it to be considered a review. I will then talk at length about reputation and how that can be enhanced by ‘branding’ your reviews and emails. Lastly, I will discuss simple ways in which you can improve your writing, reputation, and general creativity by taking pride in everything you do here at WDC.

What is a review?

Let me paint an example. Suzy is a wonderful writer. She always has been. Her parents, friends, husband, and children have all said so. She joins WDC in hopes of not only improving her writing but also so that others who are more objective can read it. Hopefully she can get a sense of how good she really is.

She uploads her five best short stories, a handful of poems, and the first two chapters of the novel she is working on. Whew! This takes nearly all day, but she’s finally done. Surely, the reviews will begin rolling in any time now, for she just knows there are people out there waiting to get their hands on her writing.

She waits. And waits. Nothing.

Her confidence begins to take a hit. Maybe she isn’t as good as she thinks. Finally, the next day, she gets this review:

'I liked this short story. It had passion and you write it really well. Thanks for sharing. Take a look at my port if you have time!’

Well now! She takes a deep breath, her ego inflating. She sends an email responding to the review.

‘Thank you so much for reviewing my story. I began it after reading about the symbolism of the poppy-fields in Flanders … yada yada yada.’ The email response is nearly as long as the short story itself and certainly longer than the review, for Suzy is so happy that someone took the time to read her story. She feels validated as a writer. Someone who didn’t have to read her work, did!

Well, did they? How does Suzy know for sure? There is nothing in this ‘review’ she received that proves her story was read. It probably was, but maybe not. This may have just been an underhanded way to invite someone into the reviewer’s port. It happens. We all know it does.

Let me be clear: reviews that do nothing but congratulate an author in a few words, without offering specific examples of what was liked, is not a good review. In fact, it is not a review at all.

In a true review, an author has to finish reading it knowing for a fact that the reviewer read and attempted to understand the work. If your review doesn't do that, you have not given a review

Here are the things I believe a reviewer has to include before it is considered a review:

1. Undeniable proof that the work was read.
2. At least 2-3 examples of what was liked.
3. Areas in which the piece can be improved.

Unless these three things are accomplished in your reviews, you really cannot call yourself a reviewer. You are more like an audience member clapping at the end of a play. The adulation is nice at that moment for the actor, but it’s fleeting and not very useful to her. What is most useful, though, is the news story in the next day’s paper that pointed out to her that she spoke her words too quickly during the play’s climax and that her body language was a bit stiff during the scene with her mother.

Every time you interact with other members at WDC, you are building a reputation for yourself. The nature of this reputation depends on many things. Before I explain what these are, let me give you a personal example, a true story.

I read a poem a couple months ago that I really liked. I wrote an enthusiastic review praising the work as brilliant. I also awarded it an Awardicon and gave it a place in the static item in my port called ‘Patrick’s Favorites.’ I did this for no other reason than because I thought the poet deserved recognition, and it was worth the GPs for me to help give that recognition. Now, days passed. Weeks. A month. Nothing from the poet. I was curious as to why I had not gotten a response. Maybe the poet just hadn’t gotten to the email.

I’m not going to lie to you. When I acknowledge a work with a great review and/or an Awardicon, I expect a thank you. I don’t want a person to write six paragraphs explaining to me how gracious I am, but I do want a thank you. Call me greedy if you wish.

Well, after some more time passed, I checked this poet’s port and found that ‘they’ had been online just that day. I started seeing reviews from this person on the public page. I began to form an personal opinion of the poet, and it was negative. Every review I read that ‘they’ wrote, every statement in ‘their’ biography, and even every item I scanned in ‘their’ port was tainted by this one act of not responding to me.

I imagined a pompous jerk who thought they were special, and everything I read was filtered through this opinion. I couldn’t help it. It’s human nature. I purposely avoided reviewing ‘them’ again simply because I was still a bit angry at the lack of response. I don’t get paid to give reviews. A ‘thank you’ is not too much to ask.

Is this fair to the poet? That question can be debated later, but ask yourself this: wouldn’t you do the same thing? There are hundreds of wonderful writers and people here at WDC. I can choose whom I read and review. If someone is not even going to acknowledge my effort, why would I waste my time when it can be spent on those who appreciate it?

So, what have we learned? With one simple act of ‘skipping’ an acknowledgement, this poet alienated a potential fan of ‘their’ work. Call it unfair, but I will counter that it’s unavoidable, because as much as many claim they don’t judge, we do it every day and in every way.

The vast majority of us are here because we want to improve as writers, but more fundamentally, because we want our work to be read. Your reputation here depends on so many things, but mostly it boils down to how you communicate within the community. Do you take the time needed to respond to every single email? Do you answer every review graciously, no matter how inept, unhelpful, and/or scathing it may have been? Are you generous with your time and effort to those who deserve it? All of these things are under your control and build up over time to create a reputation for yourself here. And if you nurture it, your rewards will be many. People will notice and go out of their way to help you. Not to mention, you will make some wonderful friends along the way!

To wrap up the story about the silent poet, I recently noticed a review of a rant essay ‘they’ had written concerning the need for us to stick more stringently to the rating system, to give 1s and 2s more often because much of the work here is ‘crap.’ We were also, collectively as a group, labeled ‘a site of amateur writers.’ As soon as I read this, I thought of Sticktalker and his long career in journalism. How can he be considered an amateur writer?

I certainly don’t consider myself an amateur writer. I’m not a bestseller, but I’m certainly not an amateur. I have read wonderful works here by other members and recognized much talent. Let’s just say that my opinion of this member has been confirmed – ‘they’ truly are full of themselves and very good at aiming a loaded gun at ‘their’ foot.

Reputation, folks. Protect yours. Enhance it. Follow the Golden Rule always and the fruits of your labor will be rewarded in the long run.

(Moderator) Sticktalker Thanks, Patrick. Let's take time here to ask any questions that might have come to your mind so far in Patrick's talk. Post those question marks now if you have a question. (Then we'll take a restroom break for five minutes)

Grin 'n Bear It! ?

(Moderator) Sticktalker Go ahead, Grin 'n Bear It!

Grin 'n Bear It! Would you say the poet in your example is in the minority?

PatrickB-new biz with MissBee : Good question, Grin 'n Bear It! . I would say that in my experience, that yes it is a minority. There are many reasons why someone may or may not get back to you. I get a lot of emails in a day, and I usually don't answer them for about a day. <more>

But if you continuously see some interacting on the site and they have not gotten back to you for a week or more, than they probably never will. For the most part, people here are gracious and love thanking you for reviews. This person is an exception with how badly "they" have alienated their audience.

Ali ~ novel planning ?

Ali ~ novel planning As I reviewer, not receiving a response to a review that I have worked hard on and put a lot of time into is one of my greatest fears. Do you think there is anything we can do or add in our reviews that will help encourage a response?

PatrickB-new biz with MissBee : Unfortunately, no, Ali ~ novel planning . I have seen, read, and basked in your wonderful reviews. How you can invite someone to extend a blessing of thanks more than you do in your review is beyond me. If they don't thank you, then do like I do. Form an opinion of them. <more>

Watch their interaction. Give them a chance to correct the oversight. You may even send them a polite email asking them if they found your review helpful. Things happen. People get sick or are away for a bit. Their inbox may be so full they give it all up as a lost cause.<more>

But I gave this poet months. And I even got a review from "them." And since I awarded an awardicon, it isn't as if "they" can forget about it. Guard you own reputation but at the same time, don't waste time on people who don't deserve it. There are too many here that do!

(Moderator) Sticktalker I have one. Patrick, how do you reply to the person who gave you the "great job, keep on writing" only "review" or worse yet, gave you a bad review and a "1" star when it really wasn't deserved?

PatrickB-new biz with MissBee : The first thing I do is go into their port. I learn about them, trying to see extenuating circumstances. These would include "newbie" status, youth, inexperience with the site. If this person does not reveal any of these qualities, I keep it nice and friendly.<more>

I respond with a "Thank you for the great review! Have a nice day!" if their review is positive but short <more>

"I am sorry you did not get this. Thanks for trying! Have a nice day!" if they rate me way too low.

Politeness. They are not worth my anger! <more>

However, I remember them. And it influences my actions concerning them. They have set the mark low with their reputation to me. They can be redeemed, sure! I have had 180 degree reversals with a couple people here. Misunderstandings happen. But the ones that are truly not worth my time will show themselves that way with time.

(Moderator) Sticktalker OK, let's get back to the lecture. Moderation mode is back into effect. Go ahead Patrick. The room is yours.

PatrickB-new biz with MissBee : Now, let’s speak a bit about ‘branding.’

We have talked about what a review has to have to be considered a review. We have discussed what reputation is and how important it is to protect and enhance it. This leads me into the main point of this lecture, and that is how you can achieve both in the best way possible.

Let’s look at what branding actually entails. According to its Wikipedia entry, a ‘brand’ is:

‘…the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.’

Pay careful attention to 'special and unique.'

Let me give you an example. Some years ago, a very intelligent person realized that the wall behind home plate in a baseball game got a lot of ‘eye-time’ during a television broadcast. Viewers spent hours looking at it. That is prime real estate for advertising. So, new stadiums being built created ways to sell that space to the highest bidder. Arguments by the baseball-purists aside, it was a successful venture for all involved.

You read much work at WDC. You also like reviewing and realize its value to you or you wouldn’t be here. We have also established how important your reputation is in bringing people into your portfolio. You have your very own ‘home plate wall’ and you may not have realized it. Every review you send out publicly is a billboard to your writing skill, your creativity, your effort, and who you are as a person.

It displays that a visit to your port will be either enjoyable or a drag. You may be the best writer here, with the most wonderful stories and ideas, but if your reputation as a reviewer is ‘three lines and a cloud of gray dust,’ most will avoid your port because they will see that review as an example of what to expect from your static items.

So, what can you do to enhance how your reviews look? The remainder of this lecture will discuss ideas on how you can make your ‘home plate wall’ the best it can be.

Most importantly, take the time to create a unique template. A template is the formatting of your reviews. You can create a template by either using the Review Tool or else by understanding the workings of HTML and WritingML and creating one yourself in a word document outside of WDC, which is what I do.

It may be a little work at first, especially if you are not familiar with HTML, but it is an absolute necessity to creating your own brand of reviewing. Once your template is created and perfected, the work is mostly done and you will save so much time in the long run each time you copy-and-paste the template into your review field.

Here is a list of things your template should include:

1. WHY you are reviewing this particular work. I have a document that says all of these things for me. I created them and just pick and choose and copy and paste when I need them.

2. A disclaimer that you are not a professional and the following review is only your opinion. Most of these have become somewhat generic and overused, but it should still be in your review somewhere. Be creative here! Make your disclaimer stand out!

3. Headings that separate the content of your review. How this is done is up to you. Examples include: overall sense, setting, characterization, what I liked, what I didn’t like, etc. Spend a lot of time figuring out your headings, for they will come to guide your reviews. Don’t be afraid to skip a heading that doesn’t apply for certain reviews or else lose it altogether if it’s not working. Also, be creative with what you name your headings!

These three things, in my opinion, are mandatory. The following items, however, are ways you can enhance your review even further. While I will not go so far as to say these are required, I do strongly suggest you use some if not all of them to enhance your own unique brand.

1. Signatures. A signature is an image that appears within your review. NOTE: AT THIS TIME, ONLY ONE IMAGE CAN APPEAR IN A REVIEW, SO CHOOSE WISELY! You can purchase signatures from signature shops and have them personalized or create your own within an outside paint program. Either way, make sure you like your signature and that it creates the image you want people to associate with you, for even more than the content of your review, the signature has a mighty influence over your brand on the public review page.

2. Color. I am not going to sit here and say that color is necessary for a review. I am, however, going to say that a judicious and creative use of color is necessary for a BRAND. Be creative and experiment with how color can enhance the look of your review. Be sure to remember that some readers may have difficulty reading lighter or brighter colors on their computer, and accommodate them with your choices.

3. Quirks. Quirks can become personal trademarks if used smartly. They can include unique formatting, unique heading-names, a personalized way you begin or end your review, a quote from a famous author you use every time in all your reviews. Anything and everything you can think of to make your review stand out is a quirk, and they should be taken advantage of to create your brand.

4. Emoticons. Some people use a lot of emoticons in their reviews. This is becoming more and more accepted to convey body language to an author, and that is fine. Just be careful that you don’t overdo it, for it can look childish and unprofessional if after every line you give the author a “smile” or a “wink.”

5. Font/Size/Capitals/Bolding/Ita­lics. Think of your review as a work of visual art and you will see how these five things can be used to enhance its look. Vary these things well and your review will leap off the page.

In closing, I would like to reiterate why branding is important.

Imagine your portfolio is a paperback book sitting on a shelf with thousands of other paperbacks. The words contained therein do not matter in the least if a reader does not pick up your paperback, open it, and start reading. Someone in the publishing business figured this out long ago and commissioned artists to create beautiful covers to snag a potential reader’s attention. The author was also required to write a suspenseful hook for the back cover so that a reader could get a taste of what the story was about and what to expect from the author.

I want you all to look at reviewing on the public page as an opportunity to advertise yourself, your portfolio, and your skills as an ARTIST, not just a writer. Judgment of your quality as a writer and artist on WDC is going to happen whether you want it to or not. Don’t you think it’s best to take ownership of what people think?

Make your reviews stand out! We absorb images through the eyes much quicker and with much more frequency than we do through language, simply because it takes less time to look at a painting than to read a novel.

Show all of us that you are capable of taking the time to create visually and we are more likely to want to see what you have created with your words. Don’t miss this opportunity!

Thank you for your time today, and thank you Sticktalker for the opportunity to speak and offer my opinion. I enjoyed speaking with all of you, and I look forward to seeing your reviews on the Public Review Page!

Ali ~ novel planning ?

Ali ~ novel planning I have a question about your personal reviewing habits. Do you set aside a chunk of your day for reviewing? How much time does it take you to give a detailed review?

PatrickB-new biz with MissBee : Great question! I began something called a "2dooQ" a while back. This is a document outside of WDC. For instance, Ali ~ novel planning , you have reviewed me before. I remember thinking how much effort you took into not only reading but writing a wonderful review. <more>

I immediately added your name to my "2dooQ" and returned the review. Now, to answer your question, I have many projects going on. For instance, this week I have had to write a lecture and also create a static item for "Passionate Mindscapes" Hall of Fame. <more>

These have been very time consuming and I have not reviewed in several days. I lament that, but there is only so much time. My reviewing time is dynamic based on what comes up. I don't like to go too long without reviewing because of all the wonderful people I feel like I need to review. I spend an afternoon knocking them out. <more>

As far as how long, I will say this. I can do a good review of a poem in about 10-15 minutes. A short story or chapter line-by-line longer. If I liked a piece or if there was a lot to comment on, I go quick. But I NEVER rush. I take my brand very seriously. I only put out what I am totally happy with.

Grin 'n Bear It! ?

Grin 'n Bear It! What do you think is the biggest mistake a "newbie" makes in early stages of reviewing? Is there something that makes it obvious they (we) are novices?

PatrickB-new biz with MissBee : My biggest mistake was copying and pasting the entire work in my review field and line-by-lining everything. As a English grad, I want to edit copy. It didn't take me long to realize that that is not what I should be doing. Many newbies are like our friend Suzy up there <more>

They learn that to get exposure for their own work, they begin reviewing. They are nervous and don't know what to say, so they give "three lines and a cloud of gray dust." The biggest mistake they make is not understanding what tools are available to them and that they have a valuable opinion. They too often speak in whispers, tentative.

Billmania ?

Billmania Have you read a piece that you liked but felt the review would take too long to write to do the piece justice? Have you ever read something that was for whatever reason not reviewable?

PatrickB-new biz with MissBee : I have not actually read something and not given a review. I am not a "just for fun" reader. I am a "just for fun" writer. Many here are the former, and that is great! They are the ones we sell our novels to! <more>

I don't take the time to read a piece unless I am going to review it. To answer the second part, I have NEVER, luckily, run across that. Only when Simply Positive throws up their 5 items for review each week do I not actually choose what I review. So, to find something that is not reviewable just does not come up.

Billmania ?

Billmania I have read something that seems to be very good to me but were short say 300-500 words. How would you review that in depth?

PatrickB-new biz with MissBee : We see that in cinquains, haiku, and flash fiction. Happens all the time. My only advice to you is to find a larger metaphor to expound upon. If you can't, then don't be afraid just to tell the poet/author what you liked and did not like. <more>

Actually, thinking on your feet and puzzling over what to say is a great exercise for your mind as a writer. Taking a 13-word haiku and making a lengthy review about the greater metaphor is an excellent endeavor for you to learn!

(Moderator) Sticktalker Patrick, you mentioned color. Over use of color is a pet peeve of mine on WDC, be it in reviews or on static pages. I really think a dash of color is good in a review, but it's very easy to over use color and create a "box of crayons" review which detracts from the review.

PatrickB-new biz with MissBee : Yes, I totally agree! There is an artist's sensibility that is needed! <more>

In my perusals for "The Art of Criticism," there are quite a few reviewers I want to send a personal message to: "too much color" "not enough color" "the wrong color...hard to read." "your colors clash" <more>

I don't, cause I just don't have time. I am hoping they will see that on their own.

Ali ~ novel planning ?

Ali ~ novel planning This is more of a comment as well, but I have found a similar issue with section headings. Sometimes the headings seem so obscure I have no idea what part of my story they are actually commenting on. Quirky is good but confusing isn't. That's why I have chosen to stick with simple headings, so the reader will know exactly what I am talking about.

PatrickB-new biz with MissBee : That is an excellent point! I have noticed this as well! <more>

I think that if you feel that way, keep it simple. Your headings can be creative and yet be clear. I think of one reviewer. He uses the umbrellas and reviews for Showering. He uses some great words for his headings. He even had me looking up what "felicitation" actually means.

But I see your point. Keep it simple if you are afraid of confusing.

(Moderator) Sticktalker Patrick, thanks for a great lecture and some wonderful questions students. If you wish to remain and chat with Patrick or each other feel free to do so. The moderation control is now over. Thanks all for coming and taking part.