Why warts and all can be good

Isn’t it funny, how much we object to deception, even if it’s via a simple Mother’s Day photo?

I’m referring to that photo of Kate Middleton (or the Princes of Wales, if you must) of course. The digitally enhanced one showing a blurred hand or two that’s sent everyone into a spin this week.

It’s perhaps understandable: We have a deep-seated need for authenticity. From an evolutionary perspective, being able to detect deception has been critical to our survival: it helps protect resources, maintains social order, and ensures physical safety.

But what’s ‘authentic’ is so changeable

Which is where it gets interesting.

Take customer reviews.

We depend on them for all manner of things, from booking restaurants to engaging with financial advice.

They often play a pivotal role in the ‘sales cycle’ and can be the decisive factor that compels someone to get in touch.

But only if they’re genuine.

I was doing a Google search for a carpet cleaner last week, and naturally zoomed in on their testimonials.

Both the top two results had a glut of 5 star comments. Each quote was thorough, detailed and positive. But when I looked at them, they were all equally thorough detailed and positive. And it didn’t feel right.

Then I looked at the dates and there was one regularly, every single day.

It was all too just too perfect.

No spelling mistakes, no strange colloquialisms, or changes in tone. No emojis.

A year ago, I might not have suspected anything. But the advent of artificial intelligence and its ability to churn out robotic content made me suspicious.

Smelling a very smelly rat, I went further down the search results and found a carpet cleaner whose reviews were much more believable, because not all of them were 5 stars. One comment was slightly negative. I engaged with him and he did a phenomenally good job.‍

We can’t please all of the people all of the time

I’m not saying that any of you will have less-than-glowing comments on your VouchedFor or Unbiased accounts. But let’s say that you didn't quite get the full 5 stars, or you met a client that wasn't the right fit and they left a slightly negative 'first impressions' review.

It’s ok!

In fact, it’s an opportunity: These reviews can be a springboard to showcase your selectivity, to emphasise the bespoke nature of your services, and to stress that financial planning is a deeply personal journey where mutual fit is key. After all, authenticity includes owning the reality that not every service can suit everyone all the time.

So, next time you stumble across a less-than-perfect comment, see it as a chance to demonstrate that you're working with real people with real experiences. You’re offering more than just a transactional service, and you value every client's voice, even if their tune isn't always in perfect harmony with your own.