The discussion focused on the significance of reputation in the purchasing process, particularly for high-value items like gold and silver. Kerry Lutz highlighted the importance of trust signals, such as reliable ratings and personal recommendations, while Scott Brandley warned about the prevalence of fraud in the market. DJ Sprague pointed out the potential manipulation of online reviews by companies, advocating for the use of multiple sources to ensure authentic feedback. He emphasized the need for working with Google review partners to maintain credibility and prevent the deletion of negative reviews. The participants discussed the differences between open and verified review platforms, noting that consumers often lack awareness of these distinctions. The conversation also examined the role of negative reviews in establishing brand trust, with DJ citing research that shows consumers are more likely to convert when they see authentic negative feedback. They agreed that a perfect five-star rating can reduce trust, while a rating between 4.2 and 4.9 is more credible. The importance of brands responding to negative reviews was emphasized as a demonstration of commitment to customer service. DJ explained the legal ramifications of manipulative advertising practices, while advocating for verified review platforms that ensure feedback comes from actual customers. Find Dj & Scott here: https://www.shopperapproved.com Find Kerry here: http://financialsurvivalnetwork.com/ and here: https://inflation.cafe