30+ Years
Business Development
Over $225 Million
Generated for Clients
36 Industries

Reputation Marketing

They days of looking up a business address or telephone number in phone books are over.  A testament to that fact is the number of phone books left in piles on doorsteps, racks in the free publication section of convenient stores, and the fact that you yourself probably haven’t opened one in ages – unless its to check the advertisement for your own business.

The availability of up to date information online has been a valuable resource for consumers, but for many businesses it can be a killer.  Why? because along with the business listing, name, address, telephone number comes a new friend or foe – reviews.

Reviews are extremely important to business owner because they communicate to the prospective customer how well he does in the consumers eyes compared to his competitors. If your reviews are positive, then great! You’ll want more of them than your competitors.  But, if you have poor reviews or even harsh negative reviews it becomes even more important that your satisfied customers or clients review their experiences online.

Unfortunately it is human nature to take action only when we’re dissatisfied rather than when we’re pleased, thus the bulk of reviews for any given business tend to be of the negative kind – not to mention negative reviews fabricated by your competitors, activists, or disgruntled employees.


This is where reputation marketing comes in.

Reputation marketing is simply a defined plan and system to market your true reputation online.

The key distinction between reputation marketing and reputation management is that reputation marketing is primarily a plan and system to promote the positive views and reviews of your satisfied customers or clients, whereas reputation management is historically aimed at flooding the internet with your marketing messages and assets to combat the negative results that appear in the search engine results for your name, your company name, or brand.

See the difference?  One is promoting your customer’s views and reviews, while the other is promoting your own marketing messages.

72% of buyers trust reviews as much as personal recommendations


Since most people who leave reviews will always be the unhappy kind, it’s extremely important to have a system in place to ethically encourage and assist happy customers and clients to share their positive experiences with prospective customers on the internet.

Left to chance, you’ll see a negative to positive ratio of reviews for your company at about 9 to 1 – and that’s just based on those from real customers, not competitors, disgruntled employees or activists who wish to harm your business and reputation.

About the author

Dane Shakespear helps Residential Treatment Centers, Boarding Schools, and Troubled Teen Programs attract more qualified leads, convert them into paying clients and deliver a better product by doing more of what works and less of chasing shiny objects. Dane works with owners and executives who are tired of relegating the lifeblood of their business - their marketing and sales flow to 3rd party geeks and charlatans.

About Me

About Me
I am a former owner and founder of an Anti-Terrorist, Cargo Tracking Software company for airlines.

I have spent my career leveraging marketing, technology & psychologyto promote high-end services.

For the last 13 years I have focused my work on Business Development for Residential Treatment Centers, and Global Product Development.

Essential Books

80/20 Sales and Marketing Book Cover
80/20 Sales and Marketing
August 3, 2019
Trust Me I'm Lying Book Cover
Trust Me I’m Lying – Confessions of a Media Manipulator
July 30, 2019
Blue Ocean Strategy Book Cover
Blue Ocean Strategy
June 6, 2019

What They Say

“He rebranded our company, fixed our marketing, and got us noticed and absorbed by an Italian manufacturer. He knows his stuff.”
– Ray Lopez, Blackhawk Armory

“As a direct result of Dane’s insights and intuition we are generating an additional $350,000 per year that we would have never seen.” – Joel Bauer

“I’ve worked Dane on several of my projects over the past 15 years and can confidently say he knows how to compete in tough markets.” – Martin Howey

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